TV ad: BT Financial Group: Superannuation

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As part of a major new positioning campaign for one of Australia’s leading investment companies, The Glue Society and Revolver, via agency Host, Sydney, have created a series of four commercials, breaking this Sunday, which blend light sculpture with financial data.

Using their experience of the art world (following exhibitions at the Miami Art Fair and the Sculpture by the Sea events in Australia and Denmark) The Glue Society created four fluorescent tube sculptures which when viewed from certain angles created large-scale perfect graphs.

Writer and co-director, Jonathan Kneebone, of The Glue Society says: "From the outset, we wanted to find a way of avoiding analogies about investing insights and actually deliver data that would be of real value to the audience. Our challenge was to do that in an original, ownable way. But it has been particularly gratifying bringing together our experiences in the art world to such an interesting and challenging commercial project."

Each of the films were directed by The Glue Society through their production company, Revolver. Production crew included production designer, Karen Murphy (Chronicles of Narnia, Xmen-Wolverine, and Australia), and Oscar-Winning cinematographer, Russell Boyd (Master & Commander, Gallipoli, Picnic at Hanging Rock).

Three weeks of previsualisation with Fin Design, were required to ensure the bulbs would light in the correct sequence and in the correct timing. Ultimately, the sculptures were created using 14,500 bulbs and 46km of cabling.