McGladrey Growing Smarter

In a thirty-second spot for the leading US tax consulting firm, McGladrey—known as RSM internationally—we created a seamless brand transition in which the identity of the US company dissolves under the banner of its global network, RSM. In a vitreous transformation that evokes an ever-evolving global financial district, the McGladrey logo is seen in detail as a crystalline cityscape that effortlessly grows, building on itself, and finally revealing itself to us anew as RSM. A sleek, visual metaphor for the growing businesses and thriving industries worldwide that RSM helps to move forward every day.


Client: McGladrey/RSM
Agency: Luquire George Andrews
Creative Director: Jon Cain
Agency Producer: Heather Haley
Production Company: PASSION NEW YORK
Producer: Shannon Lewis, Greg Babiuk
Postproduction Studio: Sehsucht, Hamburg
Director: Julius Brockelmann
Producer: Felix Niehoff
Motion Design: Vitaly Grossmann, Dennis Tiege
3D: Eva Kuehlmann, Andreas Schulz, Florian Breg, Rafael Vicente
Compositing: Alexander von der Lippe
Music: Barkingowl
Sound FX & Mix: The GROUNDCREW