USG - “THE WEIGHT HAS BEEN LIFTED”
Gyro partnered with Filtre Studio and photographer Andrew Martin to craft a memorable campaign introducing a new lightweight drywall product. Since we would be combining stock elements and original photography, Filtre was involved at the pre-production phase to help ensure that angles and lighting would match up in seamlessly compositing the elements together. An overall color grading was developed to create a rich, consistent palette to tie the USG campaign together.
The images won critical praise in Communication Arts Photography Annual, Lürzer’s ARCHIVE "200 Best Digital Artists Worldwide", ADDY Awards, and featured in Advanced Photoshop Magazine (UK), and the cover of Advanced Creation Magazine in France.
Client: USG Agency: Gyro Photographer: Andrew Martin