HP's paper trail
A scrumpled idea takes a trip across the city in this sweetly made spot from W+K Portland.
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Credits
powered by
- Agency Wieden + Kennedy/Portland
- Production Company MJZ/USA
- Director Nick Ball
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Credits
powered by
- Agency Wieden + Kennedy/Portland
- Production Company MJZ/USA
- Director Nick Ball
- Creative Director Christen Brestrup
- Creative Director Bertie Scrase
- Designer James Aloysius
- Associate Producer Charleston Chambers
- Associate Producer Beth Schuenemann
- Associate Producer Katie Custis
- Associate Producer Phillip Kim
- Associate Producer Abby Dergazarian
- Executive Producer David Zander
- Executive Producer Emma Wilcockson
- Edit Company Final Cut/Los Angeles
- Editor Jeff Buchanan / (Editor)
- Assistant Editor Evan Bluestein
- Post Producer Taylor Rousseau
- Post Executive Producer Suzy Ramirez
- VFX Company Kevin VFX
- Executive Creative Director Tim Davies
- 2D Lead Artist Steve Gibbons
- Senior VFX Producer Jami Schakel
- Senior Executive Producer Sue Troyan
- Senior Color Producer Alexandra Lubrano
- Colorist Sofie Borup
- Music Company Walker
- Executive Producer Sara Matarazzo
- Executive Producer Stephanie Pigott
- Producer Danielle Soury
- Sound Design/Audio Post 750mph
- Audio Mixer Michalis Anthis
- Producer Olivia Ray
- Executive Creative Director Eric Baldwin
- Art Director Chris Cavalieri
- HP Matt Hunnicutt
- Senior Producer Mauricio Granado
- Design Producer Lis Moran
- Line Producer Karen Chen
- DP Masanobu Takayanagi
- Assistant Editor EmaLee Arroyo
- Sound Designer Michalis Anthis
- Sound Design Supervisr Sam Ashwell
- Production Design/Art Direction Judit Varga
- Copywriter Michael Lopez
Credits
powered by
- Agency Wieden + Kennedy/Portland
- Production Company MJZ/USA
- Director Nick Ball
- Creative Director Christen Brestrup
- Creative Director Bertie Scrase
- Designer James Aloysius
- Associate Producer Charleston Chambers
- Associate Producer Beth Schuenemann
- Associate Producer Katie Custis
- Associate Producer Phillip Kim
- Associate Producer Abby Dergazarian
- Executive Producer David Zander
- Executive Producer Emma Wilcockson
- Edit Company Final Cut/Los Angeles
- Editor Jeff Buchanan / (Editor)
- Assistant Editor Evan Bluestein
- Post Producer Taylor Rousseau
- Post Executive Producer Suzy Ramirez
- VFX Company Kevin VFX
- Executive Creative Director Tim Davies
- 2D Lead Artist Steve Gibbons
- Senior VFX Producer Jami Schakel
- Senior Executive Producer Sue Troyan
- Senior Color Producer Alexandra Lubrano
- Colorist Sofie Borup
- Music Company Walker
- Executive Producer Sara Matarazzo
- Executive Producer Stephanie Pigott
- Producer Danielle Soury
- Sound Design/Audio Post 750mph
- Audio Mixer Michalis Anthis
- Producer Olivia Ray
- Executive Creative Director Eric Baldwin
- Art Director Chris Cavalieri
- HP Matt Hunnicutt
- Senior Producer Mauricio Granado
- Design Producer Lis Moran
- Line Producer Karen Chen
- DP Masanobu Takayanagi
- Assistant Editor EmaLee Arroyo
- Sound Designer Michalis Anthis
- Sound Design Supervisr Sam Ashwell
- Production Design/Art Direction Judit Varga
- Copywriter Michael Lopez
The 'object makes its way across the city' trope isn't exactly new to advertising, but, with their new spot for HP, W+K Portland manages to make the most innocuous of objects oddly endearing - a crumpled ball of paper.
Following our protagonist after she loses confidence in a meeting, due to failing technology, No Thought Left Behind's steadfast parchment navigates tricky terrain and perilous caverns (i.e. bins) to bring itself back to its owner.
Shot with skill by MJZ's Nick Ball, who utilises the locations offered by Budapest well, the tight narrative and impressive amount of emotion it elicits makes this an idea we're glad found its way to us.
