+61 ways to cause chaos
To launch Telstra’s bespoke agency, +61, Bear Meets Eagle on Fire, alongside directing collective Glue Society and Revolver, fill a room with wildcards and let mayhem take place.
Credits
powered by
- Agency Bear Meets Eagle on Fire/Sydney
- Production Company Revolver
- Director The Glue Society
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Credits
powered by
- Agency Bear Meets Eagle on Fire/Sydney
- Production Company Revolver
- Director The Glue Society
- Edit The Glue Society
- Sound Design Rumble Studios
- Chief Creative Officer Micah Walker
- Creative Director Leslie Sharpe
- Senior Producer Emma Wright
- Producer Max Horn
- DP William Robertson
- Editor Luke Crethar
Credits
powered by
- Agency Bear Meets Eagle on Fire/Sydney
- Production Company Revolver
- Director The Glue Society
- Edit The Glue Society
- Sound Design Rumble Studios
- Chief Creative Officer Micah Walker
- Creative Director Leslie Sharpe
- Senior Producer Emma Wright
- Producer Max Horn
- DP William Robertson
- Editor Luke Crethar
A suspended paintball gun. An over-inflated balloon. A primed batch of fireworks. A pair of creepy clowns...
If the cast list for Bear Meets Eagle on Fire's campaign for Telstra’s bespoke agency, +61, sounds like the menu from a nightmare supplier, you'd be largely right. It also makes for a creatively chaotic launch.
Teaming up with Glue Society and Revolver, the campaign sees the aforementioned disruptive visual experiments enclosed in a stark room, tasked with one job: complete +61’s unfinished logo.
+61 – +61 Chaos Experiments
+61 – Paintball
+61 – Fireworks
+61 – Balloon
+61 – Case Study
Directed by Luke Nuto and Paul Bruty of Glue Society, the spots' genius is in their unpredictability; each film at the mercy of the unpredictable physics.
“Each experiment was a one-shot deal,” explains Nuto. “The chaotic ink, paint or pigment splatters on paper became part of the final brand mark. To have logos at the mercy of disorder and disruption was a rare antidote to the usual perfectionism in brand identity creation.
"The chaos is the secret sauce.”
“The moment we blew a hole in the side of a spray booth with firework-powered children’s crayons," adds Bruty, "we knew we were onto something good."
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