02.01.08

HP "Serena" TV spot

TV/Radio Commercials, Consumer

Santa Monica-based Stardust Studios contributed design, animation and visual-effects artistry for this Goodby, Silverstein & Partners broadcast spot. It's one among a series for the award-winning, integrated media "Hands" campaign, for HP, in which hands are the focus of autobiographical spots that show the individual and unique ways that people use their computers. Starring the hands of tennis star Serena Williams, this spot uses an array of animation styles and visual effects techniques to illustrate how Williams uses her HP computer to manage her personal life, track her matches and develop her clothing line. The theme and tag line for the print, broadcast, online and outdoor advertising campaign: "The computer is personal again."

Sorenne Gottlieb, art director; Jody Horn, writer; Neil Tsai, design director; Rich Silverstein/Steve Simpson/Jake Banks, creative directors; Mike McKay/Stephen Goldblatt, group creative directors; Lisa Pierce/Jon Jacobson/Jody Orsborn, producers; Michael McQuhae/Cory Cirillo, executive producers; Jen Moore, agency producer; Josh Reynolds, agency executive producer; Jay Shapiro, line producer; Raena Singh, online producer; Joseph Kahn, director; Dan Ming, director of photography; Madacre, editorial company; David Blackburn, editor; Robin Roepstorff/Richie Sandow/Jonathan Wu/Hai Ho/Chris Eckardt/John Nguyen/Taik Lee/Jason Brubaker/Bill Bak/James Anderson/Angie Tien/Ash Wenger, artists; Dem.i.urge/Wolfgang Maschin, Flame artists; Paul Bronkar, colorist; Rushes, Telecine; Steve McCarty/Squeak E. Clean, sound designers; Squeak E. Clean, music; POP Sound, mix; Rich Silverstein, co-chairman; Steve Simpson, partner; HSI, production company.

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