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Stacy Milrany, art director
Will Elliott, writer
Rick Condos/Hunter Hindman, associate creative directors
Mathew Cullen/John Norman, creative directors
Kaan Atilla/Earl Burnley/Paulo de Almada/Jesus de Francisco/Mark Kudsi, designers
Claudio Miranda, director of photography
Jeff Consiglio, editor
Motion Theory, director/production company
John Clark, visual effects supervisor
Scott Gemmell, producer
Javier Jimenez, executive producer
Goodby, Silverstein & Partners, ad agency
Hewlett-Packard, client
“The complications of everyday life whimsically simplify in 'ItConsolidates,' a :30 spot that communicates the power of HP's newestenterprise server. Motion Theory integrated live-action and animationtechniques to meld art and film, creating a unique style thatillustrates the message in myriad everyday situations. Over the courseof the spot, a tangle of freeways becomes a unified highway, a messycubicle cleans itself, a chaotic office folds into its most organizedform and more. The runaway consolidation ends in the server room,where the HP enterprise server tames an unruly tangle of wires.Illustration infuses the spot with a lighthearted tone, giving thesense that the consolidating power of the HP server extends well beyondeveryday technology, and brings business chaos under control.”

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