HP ‘Personal Again’
GOODBY, SILVERSTEIN & PARTNERS
Motion Theory helps launch HP's new global brand campaign, mixing live action portraits and Saul Bass-inspired animation to convey how HP is making the computer more personal.
In "Personal Again," Motion Theory takes the lead on HP's global branding effort, with Mathew Cullen and Grady Hall directing the campaign's 60-second launch spot for Goodby, Silverstein & Partners. The spot combines cinematic portraits and simple, Saul Bass-inspired design, reinforcing the HP tagline that "The Computer Is Personal Again." Motion Theory's design team created the animation for the spot, infusing it with a handmade quality that seamlessly connects the graphic and the photographic. The "Personal Again" launch spot, which opened a multi-year global brand campaign for HP, was followed by a series of Motion Theory directed-and-designed spots that each focus on the unique ways a celebrity uses his or her personal computer.