Simon McQuoid of Imperial Woodpecker directed this spot for Hewlett Packard Enterprise (HPE), part of a campaign from Publicis New York which takes a light-hearted approach to a serious challenge, as a “monster” I.T. problem literally gets blown away.
The “TAME I.T.” campaign brings the IT Monster to life as a disruptive character who personifies I.T. complexity and specific customer pain points with humor–demonstrating an empathy and deep understanding of IT customers’ challenges.
Andy Bird, CCO of Publicis NY, commented, “Tech problems are often massive, almost inexpressible and monstrous in scope. We took that simple idea and crafted it into a big smart, creative visual. The red monster simply conveys the scale of the issue and just how quickly HPE provides a solution.”
Credits
Client Hewlett Packard Enterprise (HPE) Agency Publicis New York Andy Bird, chief creative officer; Matt McKay, executive creative director; Carlos Perez, Justin Via, creative directors; Jake Blumenau, Roe Laophermsook, associate creative directors; Dudo Gomes, art director; Chris Wilson, writer; Halli Rosen, designer; Lauren Schneidmuller, executive producer, broadcast; Rachel Rauch, music producer; Kathleen Bennett, executive producer, integrated; Jeff Koss, SVP, strategy director. Production Imperial Woodpecker Simon McQuoid, director; Charlie Cocuzza, exec producer; Anita Wetterstedt producer. Editorial Mackcut Ian Mackenzie, editor; Gustavo Roman, assistant editor; Gina Pagano, exec producer. VFX The Mill Melanie Wickham, exec producer; Bugs Russell, producer; Samuel Centore, production coordinator; Tony Robins, shoot supervisor; Jimmy Bullard, 2D lead artist; Christian Nielsen, 3D lead artist; Heather Kennedy, Jamie Scott, Molly Intersimone, Ting Jung-Hsu, Andre Vidal, Eric Sibley, Ari Garber, Kieran Hanrahan, Yongjae Lee, Akshay Jain, Arijit Ghosh, Badrinath Chinimilli, Jyoti Tiwari, Nithin Babu, 2D artists; Seon Crawford, Shawn Lipowski, Billy Jang, Incheol Jeong, Constance Bensen, Chris Hill, Dave Barosin, Jackie Liao, Navdeep Singh, Bijo Joy, Fazal Khan, Gokul Navaneethan, Manoj Ravi, Spandana Battula, Tarun Kumar, 3D artists; Charles Lee, matte painting; Adam Pearlman, Kyle Leicht, design. Color The Mill Fergus McCall, colorist; Rochelle Brown, exec producer, color; Evan Bauer, color producer. Sound Heard City Evan Mangiamele, engineer; Sasha Awn, exec producer.
The Japanese-based photo-sharing app FamilyAlbum, isn’t yet a household name in the U.S., but it does boast 23 million subscribers. To help break into the U.S., the brand recently teamed up with creative agency Familiar Creatures to launch its first major marketing campaign in the market.
The campaign includes this :30--directed by Jordan Rodericks via SpangTV--which portrays the pressure a new mother faces as family and friends demand photos of her newborn, immediately after birth, reflecting the high expectations for immediate photo-sharing in today’s connected world.
The satirical tone of the video is designed to capture the humor in real-life situations while promoting the user-friendly interface and stress-relief that FamilyAlbum provides along with free, unlimited storage.
The campaign is tailored for busy families who want a straightforward solution to store and share important moments without overwhelming social media feeds or worrying about privacy.
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