Garnett Invites Camera Eye to His Digital Habitat
"Kevin Garnett: All-Arounder" elevates HP's ongoing campaign, "The Computer is Personal Again," to heights of chill elegance.
In the early work, the contents of celebrities' computers were manifested between their two hands, divulging the creativity and personality that lives inside a well-worn hard drive.
This time around, Kevin Garnett casually saunters through a habitat of interests, calmly suspended in mid-air, waiting for the illuminating touch of his hand. In addition to getting a voyeuristic view of his projects, you get a sense of the eclectic pursuits that compose one person.
Aesthetically, the whole thing vibes like an Apple store display: shiny objects floating in space. The spot ends when he shoots a ball into an expectant basket, tying the concept back to his most identifying characteristic: his profession.
We like it, not least because it makes us feel less lame for living in our computers. It could probably have used a Twitter reference though.*
Clean work by production firm Psyop for Goodby, Silverstein & Partners and, of course, client Hewlett-Packard. See more at HP's NBA subsite.