After meeting as creatives with Young & Rubicam, Sydney, Gary Freedman and Jonathan Kneebone formed The Glue Society, an Australian creative/production collective. "We started off working through agencies and helping them out on concept work," says Kneebone, calling the Society an advertising SWAT team. "More and more we believed it was important to have the idea happen too, hence the relationship with @radical.media."

The Glue Society now works with @radical.media but keeps their options open. Working on a per-project basis, The Glue Society works with a pool of freelance creatives, directors and designers. The team wrote and directed a TV campaign for Australia-based E-LOAN, worked with @radical.media and Mojo Partners/Sydney on the TV launch of telstra.com and conceived, wrote and directed the bizarre Channel [V] idents that screened at this year's Saatchi & Saatchi New Directors Showcase at Cannes.

"We've been doing work with Alex Proyas [repped for spots in the US by Chelsea Pictures]," says Kneebone. The Society produced a cinema trailer and a ten-second viral e-mail film for Proyas' mysteryclock.com (the site was developed by Sydney's Animal Logic).

"He gave us free rein and we got the chance to work with him as the client. We've done an idea based on the premise of hypnosis. We found a female hypnotist that put a dozen of our friends and various models under," says Kneebone. "We filmed them going through weird mental thought processes."

Kneebone says the Society has received interest from agencies in the US, the UK and Germany, but that the free-form advertising they produce is easier to swallow within the Australian milieu.

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