HP Inc: 12 Days of Real Time by Goodby Silverstein & Partners

Client: HP Inc
Date: Nov 2019
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Director Michel Gondry has mastered both long and short form films, from music videos for Bjork to feature films like Eternal Sunshine of the Spotless Mind. Now, he brings his unique vision to HP’s holiday campaign, a magical reimagining of the 12 Days of Christmas.

The technicolor spot is meant to promote all the crafty things one can do with an HP printer, especially as it pertains to mobile holiday snaps, and it's designed to get people to balance screen and 'real' time.

Since HP found that the average family spends over 250 hours on screens during the holidays, the tech company figured it would help families ‘get real’ in its latest spot from GS&P.

Directed by Academy Award-winner Gondry, the film rewrites the classic Christmas carol by showing a young girl watching a surreal screen-obsessed world of “teens-a-texting”, “lads-a-liking” and even an oversized Santa singing “nine swipers swiping” as the action segues from stretched couches to coordinated sledding on snowy mountains and spinning dinner tables.

But, with a little help from an HP printer, the world is transformed into ‘12 days of Real Time’, with “sisters spinning” (paper dreidels), “fellas flying” (paper airplanes) and something called “oreejami” (origami). It ends with “a screen-free family” happily wearing holiday toques.

HP also partnered with artists and influencers to develop over 250 hours of printable activities. The ‘Print the Holidays’ content makes it easier for families to balance screen time and real time. It is available at hp.com/getreal. There, people can find exclusive comic books by @adamtots, original coloring pages by @boccaccinimeadows, holiday bingo by @adamjk, Star Wars and Frozen content from Disney, recipes from AllRecipes.com, and even a paper airplane designed by Gondry himself.

A behind-the-scenes film shows the attention to detail Gondry and the production team had when designing and filming the spot.

Credits

Ad Agency: Goodby Silverstein & Partners

Client: HP

Title of Creative Work: Print the Holidays

Live Date: 11/11/19

Client

Chief Marketing Officer of HP: Vikrant Batra

Global Head of Marketing , Print: Deepak Masand

Head of Global Marketing, Print Hardware Systems: Ladd Martin

Manager, Global Consumer Print Marketing Team: Laura Morris

Global Marketing for Consumer Print: Amy Rowan

Global Print Program Manager: Amy Witkop

Creative

Co-Chairman and Co-Founder: Rich Silverstein

Creative Director: Will Elliot

Associate Creative Director: Daniel Righi

Associate Creative Director: Kurt Mills

Copywriter: Sydney Lindsey

Art Director: Jelena Kolomejac

Design Director: Ryan Self

Designers: Pedro Zuccolini, Nero Chen

Production

Director of Broadcast Production: Leila Gage

Executive Producer: Stephanie DeNatale

Broadcast Producer: Rachel Saxon

Account Services

Managing Partner: Leslie Barrett

Account Director: Melissa Buck

Account Manager: Jackie Russell

Assistant Account Manager: Vivian Cheng

Brand and Communication Strategy

Head of Brand Strategy: Bonnie Wan

Group Communication Strategy Director: Dong Kim

Senior Communications Strategist: Matt Hudgins

Group Strategy Director: Kelly Evans-Pfeifer

Senior Brand Strategist: Marisa Perazzelli

Brand Strategist: Briana Patrick

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Associate: Kristian Evanculla

Associate Traffic Manager / Business Affairs Associate: Howie Mapson

Associate Business Affairs Manager: Stuart Pidrak

Production Company: Partizan

Director: Michel Gondry

Producer: Raffi Adlan

Managing Director/Executive Producer: Lisa Tauscher

Head of Production: Kelly Martin

Director of Photography: Shawn Kim

Production Designer: Maxwell Orgell

Stylist: Florence Fontaine

Service Company: Division Productions

Editorial Company: Exile

Editor: Kirk Baxter

Assistant Editor: Rex Lowry

Executive Producer: CL Weaver

Post Producer: Michael Miller

Color/Graphics/VFX/Finishing: The Mill LA

Creative Director/VFX Sup: Glyn Tebbutt

CG Lead: Jason Mortimer

Compositors: Lenz Kol, Daniel Thuresson, Nicholas Tayler, Roman Yavorsky, Dylan Strieff, Scott Johnson

CG Artists: Matthew Choy

CG FX Artist: Jason Mortimer

Animation Supervisor: Jacob Bergman

Matte Painter: Andy Wheater

Graphic Design/Art Directors: Sasha Vinogradova, Maxim Goudin

Senior Colorist: Adam Scott

Color Production: Blake Rice, Jessica Amburgey

Senior VFX Producer: Erin Hicke

Executive Producer: Dan Roberts

Production Coordinator: Jena Bodell

Music, Sound Design + Mix: Squeak E. Clean Studios

Executive Creative Director: Sam Spiegel

Arranger + Composer: Lydia Davies

Arranger + Composer: Lucas Cantor

Executive Creative Producer Sydney: Karla Henwood

Executive Producer Los Angeles: Christina Carlo

Sound Designer + Mixer: Drew Fischer

Choir Director: Lena Gabrielle

Licensing Manager: Chelsea Ramsden

Producer: Blade Thornton

Production Coordinator: Colby Smalzel

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