St Lukes – Hello Reception
“Hello Reception is our showcase for new talent and Fibre were first on our list”
Dan O’Rouke – St Luke’s
Spiders on drugs. Fibre didn’t actually dose ’em up themselves but relied on scientific research in creating ‘Web’, one of a series of short films commissioned by St. Luke’s. The maverick ad agency was kicking off a video showcase in its reception area, and the first firm asked to contribute was Fibre who obliged with five cinematic riffs on ‘fibre’. Inspired by research into drugs’ impact on spiders and their webs, the short animates webs woven on caffeine, pot, and speed all with the appropriate soundtrack: string quartet music for caffeine, reggae for marijuana.
‘Filing’ constructs the typical faux wood-grained storage box sold flat-packed at stationary stores and stacks six such boxes on top, while in an act of grave self sacrifice, Fibre Creative Director, Nathan Lauder, submitted to having his head shaved for ‘Hair’, where he’s shorn by clippers with a spy-cam attached. Clearly, there are no limits to the extremes Fibre will go to in the name of design.