"A mutual friend introduced me to Gary Freedman, a founding member of the Glue Society," says Park Pictures co-founder executive producer Jackie Kelman Bisbee. "Lance and I met with him and it was clear we shared a lot of the same creative vision for the work, as well as a desire to work in a very collaborative environment where ideas are shared and discussed." Kelman Bisbee says the collective will help Park to branch out further into long form work.
In the case of Revolver, the relationship with The Glue Society is an old one. "I have known them from day one," says EP Michael Ritchie. "They started The Glue Society and we housed them in my old company space. They have been friends ever since. I could not possibly think of a better fit for us. Right now, production companies need to solve agencies problems with every angle possible. I don't think it's about having a digital arm, or a content division, though perhaps we are already doing that. To solve these problems well, you need the most talented lateral thinkers and I do believe The Glue Society are that." Lateral thinking has been the collective's forte. Glue, formerly repped out of @radical.media, has made its advertising mark with longer form classics like Axe's "Gamekillers" out of BBH, and Crispin and BK's "Chicken Fight," and more recent efforts like VB's "The Regulars" out of Droga5.
Moreover, Glue's art endeavors provided further inspiration for its new partnerships. "We love how the art world has been incorporated into the advertising world," adds Kelman Bisbee. "The Glue Society has done this beautifully with the 42 Below web films and more recently for Gatorade, where they made a light sculpture of Michael Jordan with 20,000 Gatorade bottles."
The Society's unbranded pieces have been known to raise brows as well: like Glue's melted ice cream truck installation on an Aussie beach; and from this Spring's Pulse art fair in New York, the magnificent role reversal that was "I Heard They're Dirty," which featured a tramp dropping trou—and his own feces—atop the head of a gigantic pigeon.