180 Amsterdam and HTC Set Fingers Free
180 Amsterdam launches “Set Your Fingers Free” for HTC, one of the fastest-growing companies in the mobile device market. The integrated campaign is headlined by a :60 second TV commercial, initially for the US market, which illustrates the new experiences people have at their finger tips today. This TV spot will be underpinned by rich media banners, in the same visual style, which go live on May 12.
“It is about the experiences and the freedom these devices give us,” said Adam Chasnow, creative director at 180 Amsterdam. “It goes way beyond wireless data speeds and the specific technologies. It’s about how smart devices, like the HTC Touch, fit into the lives we are already leading.”
“Set Your Fingers Free” follows a pair of fingers on a playful journey which highlights the possibilities at your fingertips when armed with a powerful and intuitive mobile touch phone. The fingers travel through a series of scenes to get to their final destination - the HTC Touch™. This is HTC’s most recent mobile device, a phone which is increasingly viewed by industry insiders as the only serious contender to the iPhone.
The commercial was directed by Partizan’s Michael Gracey and fellow visual effects artist Pete Commins. Throughout the process, the directing and special effects team treated the fingers as a character, showing human personality and emotions. The fingers were subject to demanding physical performances, trotting over miniature-scale models of buildings, a park, a beach and a discotheque which were later combined with digital matte paintings to create the distinctive textural world. The soundtrack for the commercial was composed by Emmy Award winning TV and motion picture composer Jeff Beal.
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