Transistor Studios’ James Price did something impossible: He made AOL appear to be elegant and well-designed. Okay okay, maybe AOL’s not that bad anymore; the days of “You’ve got mail” are long behind us, I hope, and James has created an engaging visual experience to convince us that things are different. Semi-transparent graphics, fluid transitions and well-directed talent all blend together perfectly in this neat little package.
Conceptually, it’s similar to the HP “Hands” campaign, insofar as both spots use a kind of time-based collage method to show the flexibility of their products, but this piece’s interface-centric approach puts the emphasis on concrete user experience where the “Hands” spots tend more towards a metaphoric (or at least symbolic) spin on what you can do with HP’s technology. (I’m not arguing for one or the other, I’m just blabbering.)