Valerie, creative director @ Arc Worldwide Singapore proudly sent me the link to their latest work: Toyrama. They've done an impressive job, creating a great, theatrical, setting around Peter Fowler's Monsterism Island toys. But don't get me wrong, the site isn't just about Fowler's characters. It's also a good marketing tool to promote HP workstations for animators.

Since realize I'm not the best person to evaluate the site from an art direction point of view (althought as consumer I find it excellent) I'd like to share with you my view on the project as a marketer. The goal of HP with this campaign is to tell animators they've a new powerful machine for them. It's a piece of technology, but they have decided to stay away from the traditional way of presenting such products that usually focusing on highlighting the computer's performance with a lot of big words for techies. Animators are artist, this is why I like the fact that HP decided to impress them using their language: a beautiful site, which, for its quality, it's able to generate word of mouth among digital artists in the blink of an eye.

Brilliant site! I love it! Just spent what felt like hours playing on it. Perfect execution for the target audience.

Posted by: Nicola at July 27, 2007 03:34 PM

I did like the work, but with the time and money spent on this project you would have thought the stratergy would have been better.

Which animators was ARC desiging for? which target? the old traditional one?, if thats the case, how many workstation do they think they will sell? I think its a very weak stratergy to try and sell an HP powerful workstation with prizes of toys and the grand prize of a trip top the USA with a tour in DreamWorks Studios.

I would love to see how many people actually buy the computer and if they got the message? and if professional animators had the time to upload and animate their video

Posted by: fred at August 6, 2007 12:10 AM