HP Inc: MMTW New by Goodby Silverstein & Partners
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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
