CTIA (The Wireless Association) is running a television commercial built upon a visceral, larger-than-life representation of wireless technology in our everyday lives. A woman who forgot change for a parking meter does better than begging to change a dollar in a store: She uses her nimble fingers – mirroring the interactive experience of the wireless world – to access her bank account to pay for her parking meter. A man beside an industrial building uses the same authoritative, tech-savvy hand gestures to command a fleet of semis. A doctor on her lunch break sorts through a digital world of MRIs before her, highlighting the ease with which the internet co-exists with the medical world. And even the fireman, who epitomizes the active, on-the-ground hero, fights his nemesis virtually, waving his digits about to identify the source of a raging high-rise fire.
Click on the image below to play the video in YouTube (HD)
The Command ad was developed at GMMB by creative director John Gundlach, associate creative director Jen Harfeld, senior copywriter Don Corrigan and agency producer Gabriel Kornbluh.
FIlming was shot by director Mehdi Norowzian via Hello & Company with director of photography Chris Blauvelt, executive producer Carl Swan, head of production Alexandra Chamberlain, producer Jay Spangler.
Editor was Akiko Iwakawa at Cut & Run, New York, with assistant editor Stacy Peterson, executive producer Rana Martin, producer Ashley Carrier.
Post production and effects were produced at Absolute Post by lead VFX/Inferno artist James “Krispy” Cornwell, executive producer Sally Heath and producer John Skeffington.
Colorist was Fergus McCall at The Mill, New York.