The initial creative brief from Goodby envisioned a symphony of letters born from e-mails, a waterfall of photos, and liquid ink that dances to the touch of a masterful maestro.
Since it was important to create imagery that felt as physical and tangible as possible. I shot hand cut letters, ink, a conductor's silhouette, lightbulbs, fishing wire and billowing cloth to generate the elements needed for styleframes.
Having already worked on my share of great HP spots at Motion Theory, it was a pleasure to work with Psyop and the talented team that made this spot such a success. Thank goodness for clients with good taste!