Inside the Prague Magic Factory.

Who says technology has to be dry? We created these spots for HP e-print and I'm crazy about them. We worked with the fabulous directing duo, Ne-O, and filmed in Prague. Pretty much a dream scenario. The level of detail on our sets was astounding—and kind of heartbreaking as it's all over in the blink of an eye. I wish these were longer so you could truly SEE the love we poured into them. Even so, they turned out to be every bit as quirky and charming as we had hoped for.


HP Backpacker TV Spot // Director's Cut from Alexandra Tyler on Vimeo.



HP Catch of the Day // ePrint commercial from Alexandra Tyler on Vimeo.

Ice Coffee with Kanye.

I'm not gonna lie. I was totallly hyped to find out we were meeting Kanye West at the Chateau Marmont. I had never been there...but of course you always read about it in the US Weeklies. It has this super discreet entrance and a lovely courtyard where you can get lunch and drinkies. I wasn't sure what to expect. Did I mention this was also the day after the Grammys? Oh yeah. So he could have been late, hungover, or even cancelled. I'm pleased to report Kanye was THE BOMB. I mean sure, he was very "Kanye", but he was also on time, really charming and polite. Of course you can't take pics with a celeb when you're "taking a meeting" but I cheesed out and snapped this shot after he left. Yes, he sat right across from me. And yes he told me my neckace was dope. Holla!



We worked with Kanye as part of an HP collaboration to develop a special-edition, customized laptop. Visitors to Kanye's site would be "shot into outer space" to the HP Style Lab, where they could browse exclusive content and check out the new computer.



Every detail of the interior was customized, from the colored keypad and blingy gold shell, to rotating desktop wallpaper, unique icons and audio tones and even Kanye's fave bookmarks.



The laptop also featured a unique desktop widget that offered live feeds to Kanye's MoBlog, a link to YeTV (Kanye's YouTube channel) and other content.

HP: Gwen Stefani is a doll.

For the launch of HP’s “What Do You Have to Say?” campaign, we got to work with the mega glam Gwen Stefani to create a site that let people get creative through a variety of cool print projects. People flipped for our Harajuku Girl paper dolls with over 1.8 million paper dolls created. And yeah, Gwen was just as stylish and cool as you’d expect her to be. If yer nice, I might even tell you how long she took in hair and makeup...



We also partnered with Agency Collective to create a customizable Sweet Escape Tour Book that let you upload your own concert pictures alongside Gwen's personal tour photos.

Click images to visit site.

Winner Yahoo! Big Idea Chair Award 2007, Ad Tech Awards: Best Use of Rich Media

HP: Can't get enough of Gwen.

To make the HP/Gwen experience truly immersive, we couldn’t stop at simply a web site. The campaign also included Time Square billboards where people could use their mobile phones to create their own Gwen doll on a huge bill board.

If you didn’t live in NYC you could still play and view your creation via a web cam online. We even produced a 3D hologram that was projected over passers-by in Tokyo’s infamous Shibuya district and a fun Gwen Google Gadget that let you Hollaback to your pals with sassy messages.

The campaign results were kind of mind blowing with 1.8 billion impressions and over 3 million site visitors. The campaign banners were also a hit and our Gwen Stefani roadblock banner on Yahoo! was the best performing in Yahoo's tech segment history. Proof that smart, fun creative wins every time—even on a banner ad.

My amazingly talented partner, Jessica Feeney, has even more Gwen campaign tidbits on her portfolio. You can check it out over here.

Fergie The Digital Dutchess

Sure. You know about her humps. But did you know that supahstar Fergie has been deep sea fishing since she was 7 years old? Or how about the fact that she was the voice of Sally on the Charlie Brown cartoons back in the 80s? I didn't either—until I worked with her on our latest HP Hands TV spot. We had big shoes to fill, since hot shots like Jay-Z, Vera Wang and Michel Gondry had already done their own versions of the commercial. We partnered with Grammy award-winning director Mathew Cullen from Motion Theory (yup, I said Grammy.) who threw all kinds of stuff at her—crazy camera moves, intricate choreography and even a little improvised singing. La Fergs handled it all like a pro. Did I mention Matt wanted this all done in one shot? Oh yeah. The end result was Fergalicious indeed.




Awards: Winner AICP awards, Graphic Design

Getting Stoked on HP with Jake Burton

I've never been snowboarding in my life, so it was a touch ironic that I was going to be interviewing and filming Jake Burton—god father of the sport— for an HP campaign.

We headed up to Vermont to meet with the entire Burton team and found them to be the coolest bunch of people around (hey, is YOUR office closed on "snow days"? I didn't think so). They use monster-sized HP printers for all their board artwork and had such an interesting business story we knew we had to profile them. We created a great little site that had fun Burton "behind the scenes" videos, an office tour, customizable promo cards and of course a great interview with Jake himself explaining how he turned a passion for "surfing on snow" into a billion dollar industry. I admit I was a lil smitten with Jake and found myself inadvertently saying rad all the time. What can I say? He was hella cool. My partner on this project was the talented Jose Luis Martinez and he posted the videos if you'd like to check them out HERE.

HP: Vera Wang

Vera Wang was the first woman featured in HP’s iconic “Hands” campaign. To showcase her work online, we met with Vera and developed a unique interactive interview that gave viewers a rare behind-the-scenes look at the 2007 winter collection. Vera narrated the entire site and generously gave us exclusive access to her entire design studio, including original sketches and fabric swatches.

MIXX Interactive Awards: Best in Show.

HP: Petra Nemcova

Supermodel and Tsunami survivor Petra Nemcova proved to be much more than a pretty face. To showcase Petra’s many philanthropic efforts, we created an experience that allowed visitors to interact with Petra’s world. The ever gracious Petra let me interview her and agreed to narrate the entire site experience. Yes she has legs for days and while I felt like the biggest frumpmeister in her presence, she was so sweet and genuine.