This was an incredibly tricky and technically challenging job! Budget was a challenge as always but this was one that really started to unfurl as we got further into the planning stages. For example in the bidding we’d planned to manually release all of the falling items but as we got deeper into pre-production we realised the only way to drop everything effectively on cue was to have every prop rigged up to a remote trigger system. Thankfully machine shop could provide what we needed but at a cost that would really put strain on our budget that was already suffering with all the other unforeseen demands that had started to reveal themselves. Everything had to be dressed to camera but upside down and be able to line up perfectly to form the shape of a hammer from the final camera position. And all the props had to be spaced perfectly to ensure the colliding objects would interact in a spectacular way but without ruining the form of the hammer and therefore the whole reveal. The art dept were amazing – so patient and with such focus on the detail that made it all look so effortless in the final film. The directors wanted to treat it more as an art installation rather than a really polished film where we do numerous takes to receive the perfect shot. So there was never a plan to redo any moments but instead to roll a couple of cameras on the action and see what happens! Quite a terrifying approach but also the only way it could be done within the time and budget restraints we had and in retrospect adds a lovely organic feel to the whole film that wouldn’t necessarily have been achieved with a more precise and considered approach.

The Glue Society is an art and directing collective behind some of the ad industry’s most awarded experiential projects for the last 25 years. The Glue Society deliberately blurs the line between art and commerce. Their groundbreaking work encompasses multiple mediums, from the direction of installation and activation projects, entertainment and commercials, to the creation of public exhibitions and sculpture. Described by Creativity Magazine as “the experts at things which haven’t been done before,” they are recognised worldwide as industry pioneers in experiential advertising, consistently finding memorable and impactful new ways for brands to reach their audiences. They have garnered over fifteen D&AD Yellow/Graphite Pencils for both concept and craft disciplines and eight Cannes Grands Prix/Titanium Awards, along with over twenty projects achieving Gold Lion status. In addition to advertising work, The Glue Society’s original art projects have been exhibited at Miami Art Basel, Pulse New York, London Design Festival, and numerous other shows across the Americas, Europe, and Asia. Multi-award-winning brand executions include ANZ Bank’s vibrant “GAYTM” installations and “Signs of Love” outdoor campaign celebrating the Sydney Gay and Lesbian Mardi Gras; Sheba’s “Hope Reef” campaign urging coral reef restoration and environmental sustainability; and Suncorp’s “One House to Save Many” short film chronicling a quest to build more climate-resilient homes. Their work has been showcased at the United Nations Climate Change Conference in Paris, and the team is behind the groundbreaking environmental artwork “Earth’s Black Box,” currently being installed in Tasmania, Australia. Among their latest work is the TV sports show parody for Keep the Ban, a non-profit organisation that campaigns against the hunting of wildlife for sport, including the killing of fox cubs; their B&Q spot shot with an inverted camera to capture a cascading montage of objects to demonstrate the true nature of gravity; their Better Packing Co film highlighting a range of sustainable packaging made from recycled plastic pollution; and “Defiant Dancer,” a stunning installation in London’s Covent Garden created to coincide with the United Ukraine Ballet’s performance of Giselle in London, serving as a testament to Ukraine’s perseverance amid war. The Glue Society has been instrumental in creating positive change within the industry, originating and supporting initiatives that promote diversity, individuality, and education. The Glue Society is represented by Revolver in Australia and New Zealand, La Pac in France, and Biscuit Filmworks in the U.S. and U.K.