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Posts Tagged ‘Mike Hahn’

Ogilvy and Gawker Animate for IBM

Today we encountered an interesting extended ad for IBM from Ogilvy New York. Here it is:

The well-designed spot may be most interesting for its context: it appeared on Gawker property Gizmodo last week as part of a “sponsored content” partnership (note the IBM URL). Production is credited to Gawker’s own in-house studio.

The industry does talk a lot about “storytelling,” and this work has a far clearer, more specific narrative than most. We’re also partial to the phrase “bespoke bone-making operation.”

Now, who did what?

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IBM’s ‘Smarter Planet’ TV Campaign Gets a Makeover

From Ogilvy and production company Psyop come a new trio of highly animated TV spots for IBM’s “Smarter Planet” campaign.

As we’re told in the release, each of these spots was created with the purpose of giving the campaign a more “visually distinctive” look. In the above spot, “All in the Cloud,” 32 animators, illustrators, designers and modelers were tapped to create an imaginary world existing only in the Cloud. To make this place come to life, “Everything in the spot was painted by hand and then mapped onto 3D wireframes to create the completely bespoke look. Each character has a back story which sparked the animators’ imaginations. Every ‘location’ was extensively researched to make sure the transformed world looked like the real one.” Those who fear change will no doubt breathe a sigh of relief upon seeing that IBM’s blue widescreen bars remain intact.

Since IBM’s green “Smarter Planet” marketing campaign launched in early 2009, its television advertising rarely strayed from zipping through closeups of talking faces. In “Smarter Commerce” (above), we see a cardboard box, a sole narrator, and an army of animated paper figures portraying IBM’s benefit to business efficiency. So, are you “Team Faces” or “Team Animation?” Credits and one more spot follow after the jump.

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