+61 - Unconventional Visual Experiments: Bear Meets Eagle on Fire, Glue Society and Revolver Embrace Chaos for +61 Branding
To mark the launch of Telstra’s bespoke agency, +61, Bear Meets Eagle on Fire, alongside directing collective Glue Society and Revolver, have infused the idea of chaos into the agency’s identity through a series of filmed experiments.
‘+61 Chaos Experiments’ embodies the agency’s belief that ambitious creativity thrives on making room for chaos. Glue Society crafted and directed a series of disruptive visual experiments to complete +61’s unfinished logo, capturing these moments on film.
Directed by Luke Nuto and Paul Bruty of Glue Society, the films stand out for their in-camera execution and adoption of imperfection, as a critical component of the identity. The filmed experiments were at the mercy of the unpredictable physics of live fireworks, an errant paintball gun, duelling clowns, and an accordion-powered exploding paint balloon, among other things, all adding distinctive textures and distress to an unfinished logo.
“Each experiment was a one-shot deal,” shared 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.”
Bear Meets Eagle on Fire provided the unique design idea and brief for Glue Society, calling for two outcomes: creating diverse, chaotic visual marks for +61’s brand fabric, and using the subsequent films as part of the agency’s launch. The process of creating the identity was just as important as the final outcome.
With creative direction by Bear Meets Eagle On Fire’s Founder Micah Walker and Creative Director Les Sharpe, production by Revolver, and shot with construction partners Set Fusion, the concept was contained within a large white box as a canvas for harnessing the unpredictability of the creative process.
“The moment we blew a hole in the side of a spray booth with firework-powered children’s crayons, we knew we were onto something good,” added Bruty.
Revolver is a production company based in Sydney, Australia.
Our roster of directors includes; Taso Alexander, Richard Bullock, Leilani Croucher, Matt Devine, Gabriel Gasparinatos, Kim Gehrig, Justin Kurzel, Jeff Low, Fiona McGee, Simon McQuoid, Andreas Nilsson, Noam Murro, Dani Pearce, Steve Rogers, Vic Singh-Thompson, Glue Society, Isaiah Seret, King She, Aaron Stoller
