Goodby Silverstein & Partners, Directors Smith & Foulkes Print Up "Magic Carpet" Ride For HP

By

Robert Goldrich
Thursday, Jun. 18, 2020

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When it comes to education, printing is an invaluable tool in helping children retain and absorb learning materials. In fact, according to a recent HP survey, 82% of parents believe that home printing makes them better home schoolers.*

To spread the message of the benefits of learning with printing, HP is launching “Magic Carpet,” a spot that follows seven-year-old Lily and her dad on a learning adventure, all thanks to the help of their HP printer. The spot begins with Lily looking frustrated as she struggles with her weather homework alone. But when her dad suggests that they print the assignment, suddenly, a whole new world of learning opens up before them, resulting in Lily producing a full-scale weather project that both her and her dad are proud of.

Created by Goodby Silverstein & Partners (GS&P) and directed by Smith & Foulkes at Nexus Studios, this animated film titled “Magic Carpet” illustrates how “printing brings learning to life” by helping on-screen learning become less isolating and more engaging.

“We believe that although screens have greatly aided our lives over the past months, research shows that the tangible aspect of print in conjunction with digital learning offers better results—making schooling more interactive and helping parents play a more active role in their child’s education,” said Matt Edwards, creative director at GS&P.

The film will be accompanied by a wide range of new STEM printable worksheets all available on HP.com, so that children can bring many elements of the spot to life for themselves. The campaign is a feature of HP’s wider educational initiative “Print, Play, & Learn,” a collaboration with dozens of inventive creators, companies and influencers to bring educational and engaging printable resources to kids of all ages.

Credits

Client HP Agency Goodby Silverstein & Partners Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Wes Phelan, Matt Edwards, creative directors; Sian Coole, art director; Jo Cresswell, copywriter; Leila Gage, Margaret Brett-Kearns, co-directors of production; Stephanie DeNatle, executive producer; Bonnie Wan, partner, head of brand strategy. Production/Animation/VFX Nexus Studios, London Smith & Foulkes, directors; Tracey Cooper, producer; Derek Walsh, production manager; Dave Hunt, CG supervisor; Steve White, animation lead; Carl Kenyon, 3D lead; German Diaz, 2D lead; Ben Plouffe, concept designer; Melanie Climent, character designer & matte painter; Signe Cold, designer; Dom Griffiths, Clement Fassler, animators; Andrew Spence, Joao Rema, Fabien Glasse, James Drummond, Darren Rolmanis, Matteo Antona, 3D generalists; Matt Clark, Andy Hickenbottom, 3D modelers; Lea Georges, rigger; Adam Beer, storyboards; Eva de Prado, texture artist; Tim Bacon, VFX artist; Fabio Messina, groom artist; Dave Slade, editor; Ieuan Lewis, pitch designer; Hannah McCarthy, pitch coordinator; Gianluca Dentici, Osman Baloglu, compositors.  (Toolbox: Maya, Substance Painter, Zbrush, Houdini, Nuke, Photoshop, Shotgun, XGen, Premiere). Sound Design & Mix Factory UK, London Anthony Moore, sound design & mix; Deborah Whitfield, audio producer. Music Production Company SIREN, London Chris White, composer; Sean Craigie-Atherton, music producer. SIREN Publishing Ltd., music publisher. Voiceover Casting Sound and Fury Mabel Cresswell (role of Lilly); Charlie Coletta, AVO

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