Goodby, Vogel Reunite for New HP Photo Campaign

HP "Francois"

Goodby, Silverstein & Partners and Paranoid Projects @ Tool director Francois Vogel have teamed up again to preach the digital photography gospel in a new series of spots for Hewlett-Packard. This time around, Vogel -- who previously directed the HP photography spot "You" -- worked with L.A. effects company ZOIC to create a world in which simple white picture frames magically turn life into pictures and back again.

The series, set to the Kinks song "Picture Book," even features a 30-second commercial starring Vogel himself. In it, we see the director sitting at a desk, conjuring pictures out of blank frames. Tool managing director Phillip Detchmendy explains that the spot grew out of a test Vogel did when he was bidding for the job. "The test was so charming, everybody fell in love with it," he says. "And when we went out to do the campaign, they said they'd love to do it as spot."