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Saturday, 24 February 2007 | Levent OZLER
Loyalkaspar Brings the World Together with Words for Adobe Online Ad
 Adobe Anthem.mov ( 3MB ) - Viewed 316 times
Loyalkaspar Brings the World Together with Words for Adobe Online Ad
Production/Design Boutique Teams With Agency Goodby, Silverstein & Partners To Create "Adobe City"
Loyalkaspar, the creative boutique founded by directors Beat Baudenbacher and David Herbruck, teamed with noted agency Goodby, Silverstein & Partners, San Francisco, CA to direct and design "Anthem" ¬ a new online spot promoting the latest version of Adobe Acrobat, the world's premier program for creating and sharing documents. The spot can be seen on the homepage of the Adobe website, as well as at
http://www.adobe.com/products/acrobat/experience/.
"The idea for the 'Adobe city' came from Goodby, but interpreting, creating and moving through that city were all up to us," says Herbruck. "Unlike a typical fifteen or thirty-second spot, 'Anthem' functions as both a commercial and a welcome screen on the Adobe homepage so we had more time to work with. We went through a rigorous design process just to win the job, so we were more than ready to get started by the time it was awarded."
Following a languid pace atypical of web spots, "Anthem" opens against the reflective side of chrome and glass building and the gentle strains of a piano. As the camera draws back, the image is revealed as being itself a reflection within the well-formed edges of a lower case letter A. The letter proves to be part of a concentrated trail of multilingual, alphanumeric characters, flowing densely through city streets, mountain-scapes and urban scenes to arrive in a distant boardroom. A voiceover urges viewers to allow their businesses to flow with similar elegance.
"Because of time constraints we worked on design, story and pre-vis at the same time, which is always a bit dangerous," says Ted Kotsaftis, Loyalkaspar's director of animation. "The challenge was to build flexibility into our pipeline in order to incorporate large changes late in the game"
Adds Baudenbacher, "We all had high expectations for this project and I think in the end we came up with something powerful yet elegant ¬ a rare combination in online spots."
Loyalkaspar
Recognizing that the process is often more rewarding than the end result is just one of the ways design house Loyalkaspar distinguishes itself from the creative herd. Founded by directors David Herbruck and Beat Baudenbacher, Loyalkaspar has quickly earned a reputation among advertising creatives and network producers as a creative hub where daring creative and innovative execution intersect.
Loyalkaspar: http://www.dexigner.com/directory/detail/8656/
Creative Credits
Client: Adobe
Project: "Anthem" online spot
Agency: Goodby, Silverstein & Partners, San Francisco, CA
Co-Chairman/Creative Director: Rich Silverstein
Group Creative Director/Copywriter: John Matejczyk
Group Interactive Creative Director: Christian Haas
Motion Graphics Creative Director: Randy Stowell
Associate Creative Director/Art Director: Will Hammond
Broadcast Producer: Brian Coate
Interactive Producer: Kenna Takahashi
Account Manager: Megan McShane
Production/Design: Loyalkaspar, New York, NY
Director: Loyalkaspar
Creative Director/Designer: Beat Baudenbacher
Director of Photography: Brian O'Carroll
Senior Producer: Andrew Hotz
VFX Director: Ted Kotsaftis
Modeling & Animation: Michele Sandroni
Modeling & Animation: Ryan Bradley
Light & Comp. Artist: Jake Slutsky
Light & Comp. Artist: Eddy Estevez
Music: Human Worldwide, New York, NY
Composer: Sloan Alexander
Producer: Lauren Tiziani
Flash: Matt Hoover Design, San Francisco, CA
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