Brand New School Helps Mother Earth in New HP TV Ad

Brand New School recently completed work on an emotional and cinematic-feeling spot for iconic technology company HP.

Directed by Brand New School Creative Director/Founder Jonathan Notaro for ad agency Goodby Silverstein & Partners, "E-Donor" wordlessly transforms the sad image of cast-off laptop into a magical child's tricycle - a symbolic testament to the power of recycling old technology.

Jonathan comments, "On one level this spot was fun because of the tonal contrast; our challenge was to move the viewer from a dark and ominous mood to one that ultimately becomes filled with warmth and light.

But most importantly, I like the abstraction and subtlety in the execution, the restraint we practiced and the abstract narrative.

We didn't feel like people had to see how everything comes together; instead we used the sequence of close-ups and cutaways to merely imply the story."