[swf src=”http://www.example.com/swf/banner.swf” height=”600″ width=”400″][/swf]Client: HP Servers • Studio: Pearson and Company • Concept/Direction: Cotton Stevenson • Art: Ed Jaciow • Words: RV
In a time when most animated ads for hi-tech just checked off a list of tech features and threw in a call to action, we decided to make this video eye-catching with a customer benefits focus. And of course we had to fit everything within our extended version of the HP Grid.
Establishing the copy elements was easy—they were listed in the creative brief—but getting them into a tap-tap-tap rhythm was a little harder. Like putting together a musical puzzle.
Interesting story: the obvious thing would have been to edit the piece to the drum score. But Cotton chose to move the window appearances around relative to the downbeat, which increased the element of surprise when they popped up. The client loved that part, even if they never realized how we did it.