HP “Fergie” 

HP “Fergie” 

Motion Theory, Venice, California, 2008


Best known for her chart-topping hits as a solo artist and as a member of the Black Eyed Peas, Fergie presents a guided tour of her laptop for the iconic HP “Hands” campaign, which was originally launched by Goodby, Silverstein & Partners with Motion Theory in 2006. Motion Theory director Mathew Cullen helmed the spot, which pushes the ever-evolving campaign into new territory to celebrate Fergie, a.k.a. “The Digital Dutchess.”

Fergie opens her laptop like an accordion, spilling pieces of her life and slowly revealing her identity through hints of music, dancing, enterprise and personal mementos, all brought to life through a beautifully stylized CG journey. As with Cullen’s other “Hands” campaign spots, Fergie was shot in a single continuous take, emphasizing the amazing choreography and vibrant personality that helped coin the word “Fergalicious.”

Juror Notes

Blending live action and motion graphics is a popular trend, but this particular execution managed to reflect the personality of the character as well. This campaign continues to generate both awe and inspiration. 

Collections: AIGA 365: 30 (2009)
Repository: Denver Art Museum
Discipline: Promotional design and advertising
Format: Advertisement, Promotion, Video