Gladys

Longtime collaborators Physicians Mutual and GPMPC partnered to bring together the concept of Gladys the nosy neighbor.

THE IDEA

Gladys is the neighbor we all know, always sticking her nose into the business of others. She is monitoring the neighborhood for something interesting when she actually discovers something worth gossiping about: A dental bill, “The size of a house!”

THE CHALLENGE

OK. Maybe not quite the size of a house, but big enough to require a flatbed truck, anyway. That’s what it would take to make the big bill concept work. After the GPMPC production and post departments talked it over, it was decided that building a half-height rig for the enormous envelope was the way to go.

THE SHOOT

A wood frame was constructed and attached to the bed of the truck, to be replaced in post with a digital envelope (or three, as it turned out) that would proportionately fill the area a giant envelope would cover. Measurements and photos for light reference were taken during the shoot to allow for a more realistic blending of the digital envelope into the shots. Over the course of two of the hottest days of summer, the crew literally sweated the details to bring the project to life.

THE FINISH

The envelope was crafted as detailed 3D artwork, allowing it to be positioned, rotated, tracked and lit so it could be composited into a variety of shots. The 3D work was a new addition to the post services GPMPC already provides, which on this campaign included paint and beauty work, graphics and color grading. A playful original music score was the finishing touch, giving the spot even more personality.

CREDITS