American Greetings, Device Like No Other



MPC Creative unveils a device like no other for American Greetings

At first glance, American Greetings’ new commercial is irrefutable eye candy—striking clean design from MPC Creative accompanied by bold messaging about “a device like no other, in brilliant HD, with unlimited power and more ways to engage than ever thought possible.” But ‘Device Like No Other’ ends with a clever and very human reveal that reminds viewers of the simple power of a hand-written card.

The MPC Creative team worked closely with MullenLowe to realize American Greeting’s vision for advertising this traditional, but never tired, technology. Creative director Casey McIntyre, 2D Lead Benji Davidson and 3D Lead David Ince collaborated on making the ad both humorous and visually stunning. The commercial premiered at the CES American Greetings Connection Hub, with celebrity appearances by Nick Offerman and Randi Zuckerberg rounding out the impressive experience.

To execute this spot, MPC Creative used a combination of CG, live action and motion graphics. The team created the mysterious device in CG, which allowed the flexibility and control to compose shots and perfect lighting. It also gave the device a premium look matching the real high-tech product commercials the team was emulating.

The unveiling of the card was best suited for live action, which was then composited with the CG footage and finished with a grade to create a smart, seamless look. The graphics were treated with the same level of quality and sophistication as the tease of the device in order to complete the overall high-end look.

Witness this device like no other in the video below.

Credits

Agency

MullenLowe

Director

Casey McIntyre

Production Company

MPC Creative

SVP, Director of Broadcast Production

Zeke Bowman

Managing Partner, CCO

Mark Wenneker

Executive Creative Director

Tim Vaccarino, Dave Weist

Creative Director

Blake Winfree

Creative Director

Andrea Mileskiewicz

VP, Associate Creative Director

Brian Leech, Allison Rude

Senior Art Director

Jessica Grantham

SVP, Executive Director of Integrated Production

Liza Near

Senior Broadcast Producer

Trisha Dowley

PR SVP, Account Director

Jaclyn Ruelle

VP, Account Director

Jessica Zdenek

Account Supervisor

Ashley Hopkins

Project Manager

Gillie Bruce

Director of Photography

Steve Moyer

Sound Design/Mixer

Mike Secher

Hand Model

“Kyriaki” Katie Choneas

Song

Brand New Moves

Music Artist

Hey Violet

Song

Alien World

Music

Butter Music + Sound

Executive Producer

Ian Jeffreys

Producer

Kristin Kuraishi

Artist

Josh Canevari (BMI)

VFX

MPC

Executive Producer

Mike Wigart

Producer

Colin Clarry

Editor

Daniel Pineros

Flame Lead

Benji Davidson

CG, Compositing

David Ince, Jonathan Ficcadenti

Line Producer

Jose Nunez