Creativity

HP: Toyrama

While we in the Western hemisphere might be excluded from it, HP’s new “Toyrama” contest for the Asian Pacific region is nonetheless a globally appealing, visually arresting affair. The computer brand is using &ng

Published on Aug 21, 2007

Editor's Pick

While we in the Western hemisphere might be excluded from it, HP’s new “Toyrama” contest for the Asian Pacific region is nonetheless a globally appealing, visually arresting affair. The computer brand is using an online wonderland, executed by Arc Worldwide, Singapore, to invite the top digital content creators in the region to create inventive, rich media animation utilizing five 3D toy characters—Sancho, Farm Girl, Ranger, Jogger and Green—and their home Monsterism Island, all of which were created by lauded illustrator/toy designer Pete Fowler.

Lasting through October 9th, “Toyrama” is divided into two categories, an Open segment for enthusiasts, students and novices, as well as a Professional segment for the experienced set. Either group can visit the site, which features gorgeously rendered backdrops of city streets and Japanese mountains, and create their own short film using any or all of the characters, type dialogue within speech bubbles, pick background settings and music, then direct each scene.  Current submissions can also be viewed on the site, with the top four entrants—to be determined by Fowler himself—each winning Maya Autodesk software and a tour of the Dreamworks facility in Los Angeles.  

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About

Credits

Date
Aug 21, 2007
Client:
HP
Agency:
Arc Worldwide Singapore

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