tendercore

This is an early, rejected idea for the IE7 spot. Below is my description of the feeling of the spot were it made.

"We journey through strangely beautiful metaphors about freedom and self-determination that flow into one another.
Everything makes sense on a deeper level, the mundane is banished. Clarity comes through imagination and intuitive actions.
Stylistically striking and original, this artful, animated allegory breaks through the obvious and offers to expand the brand. We follow a cunning bird through a world that expands to reveal the empowerment of productive playfulness.

Our bird lands on a tree growing on the bow of a speeding boat, and captures the sun in her beak like a pearl. The surface of the pearl becomes a snowy fi eld with a locomotive pushing across it. Billowing smoke from the locomotive becomes a cornucopia of a thousand locomotives thrusting forward, which transforms into the feathers our birdÕs wing, which in turn becomes the seven in ie7. The imperative text also evolves, bringing continuity and meaning to the seemingly obtuse images. Each powerful metaphor enlightens a little further. You are all these things. The technology becomes more transparent and there is more you."

The final spot was a really fun idea, but I thought this was a pretty idea, too.