The Lifelong Friendship Society, a multi-disciplinary directing collective have crafted a poignant and visually arresting spot for CTIA, the wireless association, via GMMB, Washington DC. The inspiringly executed spot is part of a larger national wireLESS campaign that covers print ads, billboards and public installations launching in April.nnwireLESS, transports us into a world running backwards, where encroaching daily pollution is stopped at the source. The message is sublimely simple: wireless is the business of less. Less waste, less use of natural resources, less inefficiencies at every level of our lives.nnwireLESS is the brainchild of GMMB, the Washington DC based political and social issue based communications firm that produced the unique and powerful presidential campaign for Obama during the 2008 election and Save Darfur initiative. GMMB Associate Creative Director, Kai Fang states that “Our client, wanted to communicate a very simple message, that wireless provides the freedom to do more by using less. The Lifelong Friendship Society were able to craft a beautiful spot that helped the wireless industry get their message across in a highly creative and compelling way.”nn
CTIA “Wireless” from The Lifelong Friendship Society on Vimeo.
nGMMB got The Lifelong Friendship Society on board for their consistent ability to fuse progressive visual experimentation with emotive storytelling.Live-action director Troy Kooper, a new addition to the company, was aperfect fit for the project. nnKooper’s live action agency and ad agency background (Goodby Silverstein, R/GA, and Team One in L.A.) are a flawless meld with The Lifelong Friendship Society‘s post-production skill. Kooper’s keen poeticeye juxtaposed lush natural landscapes with sprawling urban cityscapes, to beautiful effect.nn”GMMB gave us a great concept and we had an incredible time shooting it,” said Kooper, who likened the shoot to a road trip with friends. “At one point, we needed to capture footage of absolute gridlock, but we were in Albuquerque. Those kinds of traffic jams don’t happen there—which is hard for me to wrap my head around coming from Los Angeles.” wireLESS was shot over several days, in locations ranging from Utah to New Mexico, on RED, 5D and 7D cameras. The full production was taken in house and employed editing, animation, compositing, and then finishing in Autodesk SmokennThe spot airs nationally staring in April.nnDownload full electronic Press Kit.
