PILOT for HP

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PILOT

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Industry Laptops, Netbooks, Tablets
Media Film
Market United States
Production Emotion Studios
Director Glen Janssens
Executive Creative Director Paul Lundahl
Art Director Ikuko Kobayashi
Producer Liz Sale
Editor Joan Raspo
Released February 2011

Credits & Description

Category: Internet Film
Advertiser: HP
Product/Service: ENVY NOTEBOOK
Production Company: EMOTION STUDIOS, Sausalito, USA
Date of First Appearance: Feb 16 2011
Chief Creative Officer: Paul Lundahl
Executive Creative Director: Paul Lundahl
Creative Director: Glen Janssens
Copywriter: Glen Janssens
Art Director: Ikuko Kobayashi
Agency Producer: Liz Sale
Account Supervisor: Glen Janssens
Producer: Liz Sale
Director: Glen Janssens
Editor: Joan Raspo
Sound Design/Arrangement: Marc Pittman
Post Production: Jordan Weill
Animation: Mark Woloschuk
Music: Barbara Cohen/"First Class Hair"
Account Manager: Arianna Pilram
Planner: Padma Holland
Cinematographer: Scott Buttfield
Director Of Photography: Scott Buttfield
Editing Company: Emotion Studios
Other Credits: Julie Griesert/Padma Holland/Velvy Appleton

English Description
HP approached us with a marketing assignment: highlight the differences between the 2011 Consumer Notebook lines. It was a great opportunity to create a series that has viral potential.

Our pitch was to place a lovable kleptomaniac (Astrid) with a penchant for stealing HP notebooks. Their response was enthusiastic - they were completely on-board as long as it hit key strategic points.

Each script is built around that computer's market segment - with Astrid playing against the target persona. She represents the technology lust that many of us have, but without filters.

We cast Gillian Vigman, a great comedic actress with a lot of film experience, as Astrid. Her performance in the series is vibrant and unpredictable - making her a delight to watch.

The series of digital shorts is aimed at having pass around value - a tall order for any campaign. HP is great at traditional media, yet viral is inherently more difficult. We feel fortunate to have clients that trusted us to create this from ground up, to jump out of the plane with us!