Cap Gun’s Ivan Grbovic Ignite RSM’s Global Rebrand with Fast-paced Action Spot

06/11/2015

Cap Gun Collective

Production Company

Chicago, United States

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06/11/2015

Agency Luquire George Andrews launches global rebranding campaign for RSM US LLP, previously known as McGladrey

A new integrated campaign for RSM US LLP - previously known as McGladrey - debuted across the U.S. this week from advertising agency Luquire George Andrews (LGA). The campaign centerpiece is an epic :60 spot from Cap Gun Collective director Ivan Grbovic entitled "The Gauntlet”.

Conceived as a compelling visceral and visual metaphor for RSM's world-class tax and logistic consulting services, "The Gauntlet" is cinematic and striking, while also being approachable. In the action-packed story, actor Emil Shevelev plays a modern business owner who runs a real-life gauntlet, navigating obstacles with the kind of real world confidence and expertise RSM helps instill in its clients.

"The metaphor is clear," Grbovic began. "It's a tricky, ever-shifting world out there, but with the right ally, it can be easily navigated. Together with the agency and RSM, we wanted to use an elegant, cinematic visual style to dramatize our hero's thoughtful movements, and his clear sense of purpose, from beginning to end. Every aspect of this film was given careful consideration to heighten the brand's promise – the power of being understood."

To capture all the highly choreographed footage of their hero running full-speed through various business obstacles, Grbovic (who also served as the project's director of photography) and Cap Gun's executive producer Jason Botkin enlisted production services company Les Enfants. Working on various locations in and around Montreal, an ARRI Alexa with vintage anamorphic lenses was used for principal photography, while a Steadicam was used for tracking shots.

Naturally, Grbovic's cinematic treatment for the project also extended to its editing, visual effects and score. Editor Brandon Porter of Whitehouse Post in New York worked closely with the agency to combine dynamic action with calm counterpoint moments to draw viewers in. Subtle visual effects touches from Carbon VFX also played key roles in the finished film.

"We handled shoot supervision, color grading, green screen composites, digital matte paintings, CG and all the motion design," explained Carbon's creative director, Flame lead and VFX supervisor Kieran Walsh. "Carbon's close integration with Whitehouse and Cap Gun was essential in providing a seamless creative experience."

The final sound design and score mastered by Barking Owl Music fulfilled LGA's project vision. Without being overpowering, it reflects the expert confidence of the RSM brand and mission with gravitas, while also being calm and elegant.

Credits

Client: RSM International

Advertising Agency: Luquire George Andrews (LGA)

President: Peggy Brookhouse

Chief Creative Officer: Steve Dunkley

Group Creative Director: Jennifer "JJ" Jones

Associate Creative Director/Art Director: Jon Cain

Associate Creative Director/ Copywriter: Margaret Bond

Director of Brand Strategy: Stephanie Spicer

Account Supervisor: Sarah Helms

Assistant Account Executive: Anna Mullen

Producer: Heather Haley