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Work / HP Integrated Campaign

October 26, 2009

Agency: McCann SF / Studio: Hush

Integrated production process. Shared assets. Unified creative direction. It all sounds nice, but does anyone really pull it off? McCann (San Francisco) tapped HUSH to run in parallel for Hewlett Packard – an all out sprint to develop a slew of large-format rich media ad units in lockstep with several broadcast spots.

The HP campaign was to tie in several new product offerings but moreover, a new look and feel for the brand. We pitched an extremely clear process integrating interactive and broadcast content. We followed a path of least resistance and capitalized on the efficiencies of a single production partner and the clarity of unified creative and technical direction. In the end, we made rich media banners big and sexy and the broadcast spots a cherry on top.

On this project I served as both the Interactive Creative Director as well as Digital Producer. I was responsible for all creative and design as well as the overall production spanning form live action, to 3D, and Flash programming and deployment across the Ad Networks.

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