HP ‘Fergie’
GOODBY SILVERSTEIN & PARTNERS
In the most recent installment of HP's "Hands" campaign, the Digital Dutchess herself takes fans on a glamorous tour of her personal computer. Motion Theory teamed with Goodby, Silverstein & Partners to bring Fergie's many ideas to life.
Best known for chart-topping hits as a solo artist, and member of the Black Eyed Peas, Fergie opens her laptop for the iconic HP "Hands" campaign, which was originally launched by Goodby, Silverstein & Partners with Motion Theory in 2006. Motion Theory director Mathew Cullen helmed the spot, which pushes the ever-evolving campaign into new territory to celebrate Fergie, a.k.a. "The Digital Dutchess." In the spot, Fergie opens her laptop like an accordion, spilling pieces of her life, and slowly revealing her identity through hints of music, dancing, enterprise, and personal mementos -- all brought to life through a beautifully stylized CG journey. As with Cullen's other "Hands" campaign spots, "Fergie" was shot in a single continuous take, emphasizing the amazing choreography and vibrant personality that helped coin the word "fergalicious."