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.
Tim Vaccarino, Dave Weist
Brian Leech, Allison Rude
“Kyriaki” Katie Choneas
Brand New Moves
Butter Music + Sound
Josh Canevari (BMI)
David Ince, Jonathan Ficcadenti