HP is running “Mobile Expressionism”, an integrated advertising campaign aimed at app developers, online at palm.com. Devised for the HP webOS mobile platform, the campaign looks beyond the technical challenges of creating apps, and re-brands the process as ‘Mobile Expressionism’ –- the latest in a long line of art movements such as Cubism, Impressionism and Pop Art –- positioning developers as modern day artists, able to demonstrate their contributions to popular culture using mobile content. To celebrate the link between technology and creativity, Seattle/London agency Creature commissioned several leading illustrators and artists to create nine bespoke pieces of original artwork inspired by popular mobile apps. The resulting silkscreen prints are visual representations of HP webOS apps created for The New York Times, Angry Birds, Evernote, Pandora, Absolute Fitness, Flight Track, How To Train Your Dragon, Taxi Magic and Flickr.
The campaign’s key online assets are a series of 90-second films featuring developers from Facebook, Sony Pictures and DreamWorks SKG. Titled ‘Meet the Mobile Expressionists’, each film illustrates how these high-profile developers use webOS to realize their work across photography, film and games, as tangible mobile content. The films will feature as rich media content on well-known technology websites, including Wired.com and Engadget. The films will also run at events and feature at developer.palm.com.
The campaign will roll out globally over coming months, while the silkscreen artwork will be exhibited at a number of international developer events. Creature also produced a print catalogue showcasing the thousands of apps currently available on webOS to drive further awareness. Additional online assets include banner ads and rich media material.
The Expressionism campaign was developed at Creature, Seattle and London, by chief creative officer Matt Peterson, Jim Haven, executive creative director Pat Horn, art director Adam Deer, copywriter Alberto Garcia Orte, designers Ray Dotterer and Haley Munro, producers Andrew Lovold, Bethany Papenbrock, Kristin Holder and Kaylin Fitzpatrick, account executive Ryan Cunningham.
Creature has worked with the brand for the last year but has been working with the Palm brand since 2008, which was acquired by HP in 2010. Jim Haven, founder and chief creative officer at Creature, said: “I’m a huge fan of letting technology influence traditional art forms and vice-versa. This really showcases a contemporary vantage on creativity with apps as an art form influencing what we would conventionally view as art.”
Illustrators were Dan Stiles (Flight Track), Patrick Concepción for Concepción Studios (Pandora), Timothy Doyle (Taxi Magic), Adam Pobiak (Angry Birds), Ben Chapek for Never Sleeping (The New York Times), Jon Vogl for Bungaloo (Evernote), Amy Martin (How to Train Your Dragon), Nick Rhodes for SwitchOpen (Flickr Mundo), Coby Schultz and Barry Ament for Ames Brothers (Absolute Fitness).
Filming was shot by director Rob Devor via Kaos with directors of photography Stacy Toyama and Norman Bonney, line producer Melanie Baines and editor Olin Padilla. Music was produced by Matt Hutchinson, Black Iris and Headquarters Music.