UKG, a global company that provides HR and workforce management solutions, believes that the best way to evaluate the success of a company is by looking at the experiences and fulfillment of its people because when employees are happy, supported and feel motivated, a business becomes more than just a place of work. It becomes an inspiring work of art. This ethos is the central theme of a new campaign from agency Zambezi.
The “Work of Art” campaign includes video executions which take direct inspiration from three famous artistic masterpieces that come together in perfect and beautiful harmony. This :30 commercial highlights employees of a technology company gathering to celebrate a co-worker, recreating Michelangelo’s The Creation of Adam. This is followed by a roadside paving crew who recreate Leutze’s Washington Crossing the Delaware. And then finally we see a hospital staff birthday celebration which mimics da Vinci’s The Last Supper. The spot concludes by pulling back to reveal a gallery wall displaying these workplace masterpieces, and nods to UKG’s role in helping businesses reach their fullest potential.
This campaign was a true exercise in expectational craft, as each detail from casting, choreography, lighting, set design and composition was critical to the successful recreation of these iconic images that are so deeply embedded into our subconscious minds. Zambezi worked with director Johnny Green (who also has a background and expertise in production design) of production company JOJX to bring the story to life. Green utilized a unique technique and filmed the scenes backwards, starting in the end position and then having each actor move through the choreography of the scenes in reverse.
