THE BIG PICTURE Y&R New York para Xerox

THE BIG PICTURE

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Sector Equipos y servicios comerciales
Media Publicidad en TV y cine
Mercado Estados Unidos
Agencia Y&R New York
Director Laurent Barthelemy, Denis Kamioka
Creative Director Jim Radosevic
Art Director Kleber Menezes, Karim Ayesh
Copywriter Corey Rakowsky
Producer Ave Carrillo, Lucia Grillo
Account Supervisor Nora Kinney
Editor Sam Goetz
Agencia de production PARANOIDBR
Agencia de production Psyop
Publicado julio 2011

Creditos y descripciones

Category: Art Direction
Advertiser: XEROX
Product/Service: BUSINESS SERVICES
Agency: Y&R
Production Company: PSYOP, New York, São Paulo, USA, BRAZIL
Production Company: PARANOIDBR, New York, São Paulo, USA, BRAZIL
Chief Creative Officer: Jim Elliott
Creative Director: Jim Radosevic
Copywriter: Corey Rakowsky/Associate Creative Director
Art Director: Kleber Menezes/Associate Creative Director
Agency Producer: Nathy Aviram/Craig Sklaver/Robert Beck
Account Supervisor: Nora Kinney
Producer: Lucia Grillo/Ave Carrillo (Psyop)
Director: Laurent Barthelemy/Denis Kamioka
Editor: Sam Goetz
Animation: Ryan Moran/Helene Park/Sophie Gate
Account Manager: Britta Dahl
Special Effects Computer Graphics: George Smaragdis/Jordan Harvey
Director Of Photography: Pierre Kerchove
Account Manager: Britta Dahl
Special Effects/Computer Graphics: George Smaragdis/Jordan Harvey
Director Of Photography: Pierre Kerchove

English Description

Xerox has always been an interesting brand. Their invention of xerography remains, of course, the analog gold standard of replicating and sharing information. Its ubiquity, in fact, was so strong that the brand came to be known for the technology as much as for the core value — that using the technology simplified life.
What Xerox gets — then and now — is that innovation's real value is not in the technological advance per se, but in how these innovations are applied back to the real world. All the services that Xerox has built over the past years use the most advanced technology to make things simpler. Anti-pharmaceutical packaging. Crisis call centers. Safety on school buses. Managing public transportation. Xerox, as one of the leading technology giants, is not just a provider of technology, but a company that knows how to leverage technology in very specific ways to help people take advantage of huge technological advances in very real and human terms. And has expanded its services to make sure that the technology does just that.