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.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
