Loyalkaspar Brings the World Together With Words For Adobe Online Ad

Production/Design Boutique Teams With Agency Goodby, Silverstein &
Partners To Create 'Adobe City'


NEW YORK, NY * Loyalkaspar, the creative boutique founded by directors
Beat Baudenbacher and David Herbruck, teamed with noted agency Goodby,
Silverstein & Partners, San Francisco, CA to direct and design
"Anthem" * a new online spot promoting the latest version of Adobe
Acrobat, the world's premier program for creating and sharing
documents. The spot can be seen on the homepage of the Adobe website,
as well as at [url]http://www.adobe.com/products/acrobat/experience/[/url].

"The idea for the 'Adobe city' came from Goodby, but interpreting,
creating and moving through that city were all up to us," says
Herbruck. "Unlike a typical fifteen or thirty-second spot, 'Anthem'
functions as both a commercial and a welcome screen on the Adobe
homepage so we had more time to work with. We went through a rigorous
design process just to win the job, so we were more than ready to get
started by the time it was awarded."

Following a languid pace atypical of web spots, "Anthem" opens against
the reflective side of chrome and glass building and the gentle
strains of a piano. As the camera draws back, the image is revealed as
being itself a reflection within the well-formed edges of a lower case
letter A. The letter proves to be part of a concentrated trail of
multilingual, alphanumeric characters, flowing densely through city
streets, mountain-scapes and urban scenes to arrive in a distant
boardroom. A voiceover urges viewers to allow their businesses to flow
with similar elegance.

"Because of time constraints we worked on design, story and pre-vis at
the same time, which is always a bit dangerous," says Ted Kotsaftis,
Loyalkaspar's director of animation. "The challenge was to build
flexibility into our pipeline in order to incorporate large changes
late in the game"

Adds Baudenbacher, "We all had high expectations for this project and
I think in the end we came up with something powerful yet elegant * a
rare combination in online spots."

About Loyalkaspar:
Recognizing that the process is often more rewarding than the end
result is just one of the ways design house Loyalkaspar
([url]www.loyalkaspar.com[/url]) distinguishes itself from the creative herd.
Founded by directors David Herbruck and Beat Baudenbacher, Loyalkaspar
has quickly earned a reputation among advertising creatives and
network producers as a creative hub where daring creative and
innovative execution intersect.

Web Resources:
Click here to watch Loyalkaspar's Adobe "Anthem" spot:
[url]http://www.loyalkaspar.com/item.asp?s=recent_work&f=adobe_anthem&t=adobe%20ac robat%20&c=1&it1=adobe_anthem.mov[/url]

Adobe website featuring "Anthem"
[url]http://www.adobe.com/products/acrobat/experience/[/url]

Click here to watch Loyalkaspar's new showreel
[url]http://www.loyalkaspar.com/reel_hi.html[/url]


Creative Credits:
Client: Adobe
Project: "Anthem" online spot

Agency: Goodby, Silverstein & Partners, San Francisco, CA
Co-Chairman/Creative Director: Rich Silverstein
Group Creative Director/Copywriter: John Matejczyk
Group Interactive Creative Director: Christian Haas
Motion Graphics Creative Director: Randy Stowell
Associate Creative Director/Art Director: Will Hammond
Broadcast Producer: Brian Coate
Interactive Producer: Kenna Takahashi
Account Manager: Megan McShane

Production/Design: Loyalkaspar, New York, NY
Director: Loyalkaspar
Creative Director/Designer: Beat Baudenbacher
Director of Photography: Brian O'Carroll
Senior Producer: Andrew Hotz
VFX Director: Ted Kotsaftis
Modeling & Animation: Michele Sandroni
Modeling & Animation: Ryan Bradley
Light & Comp. Artist: Jake Slutsky
Light & Comp. Artist: Eddy Estevez

Music: Human Worldwide, New York, NY
Composer: Sloan Alexander
Producer: Lauren Tiziani

Flash: Matt Hoover Design, San Francisco, CA