These spots were created specifically for the Sprint Nextel site. As more and more content lives online, campaigns no longer fit into the 15/30/60 second time slots. This allows for breathing space in the story telling, and we were really excited by the opportunity it offered us to explore a greater depth of narrative, visual tone, mood and expression. Our creative challenge was to bring what was effectively hard-core information graphics about a highly technical service into an entertainment context: to be fun yet tech. We spent a lot of time setting the mood of the spots and finding a personal narrative; one that would walk the line between the serious nature of the topic at hand (the Hurricane Katrina disaster relief) and the humorous mainstream appeal needed to engage.
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