Classic, ground-breaking spot by Psyop. Thanks BlinkMyBrain (@ariba_) for the tip.
This spot for the HP TouchSmart PC was one of the first projects to come out of the Psyop L.A. office. I worked closely with directors Todd Mueller and Kylie Matulick creating a series of styleframes built from a multitude of photographic elements.
The initial creative brief from Goodby envisioned a symphony of letters born from e-mails, a waterfall of photos, and liquid ink that dances to the touch of a masterful maestro.
Since it was important to create imagery that felt as physical and tangible as possible. I shot hand cut letters, ink, a conductor's silhouette, lightbulbs, fishing wire and billowing cloth to generate the elements needed for styleframes.
Having already worked on my share of great HP spots at Motion Theory, it was a pleasure to work with Psyop and the talented team that made this spot such a success. Thank goodness for clients with good taste!
Agency: Goodby, Silverstein & Partners, San Francisco Co-Chairman / Creative Director: Rich Silverstein
Creative Directors: Rick Condos, Hunter Hindeman Art Director: Andre Massis
Copywriter: Jordan Kramer Executive Producer: Cindy Fluitt Producer: Todd Porter
Production Company: Psyop, Los Angeles Directors: Todd Mueller, Kylie Matulick, Psyop
Executive Producers: Angela Bowen, Neysa Horsburgh
Producers: Sara Mills, Blythe Dalton, Luisa Murray Associate Producer: Tarun Charaipotra Lead Flame Artists: Jamie Scott, Aska Otake
Flame Artists: Tim Farrell, Peter Amante, Joe Wenkoff Technical Directors: Jeffrey Dates, Dave Barosin, Ted Kotsadtis, Todd Akita Animation: Jason Vega, Gerald Ding, Jeff Lopez, Kittly Lin, Andy Hara
R&D: Andreas Gebhardt
Lighting: Andy Hara Tracking: Joerg Liebold, Jeen Lee, Chris Hill, Steven Hill Roto: Leslie Chung, David Marte, Alejandro Monzon Design: Zoe Wishart, Lutz Vogel, Jon Saunders, Chris Saunders, Jake Sargeant, Ron Kurniawan Storyboards: Josh Wiesenfeld
Editors: Cass Vanini, Brett Goldberg, Brett Nicholetti
Director of Photography: Crille Forsbaerg Line Producer: Michael Schlenker
Final Music: Sejong Soloists
Vivaldi’s Four Seasons, Summer Sound Design Company: 740 Sound Design
Sound Designer: Eddie Kim
Executive Producer: Scott Ganary
If you would like to submit a piece for inclusion in our INSPIRATION category please submit it to us here.