press release
The Hartford 'Larry'
Is The Hartford Stag on MySpace Yet?
Eyeball Gives Financial Company's Longtime Symbol a New Attitude
NEW YORK February 22, 2007 - Existing for nearly 200 years has its advantages. There's a certain level of respect, trust and expertise that can only be had through a couple centuries worth of experience.
"They were trying to appeal to a younger demographic and move away from the stuffy feel typically associated with financial companies," said Amy Kindred, executive producer at Eyeball. "We centered the pieces around Larry, the big red deer that's so strongly associated with The Hartford. But we not only made the stag the focus, we also gave him a renewed vigor."
The new Larry certainly is energetic, coming down off his mountain-top perch to saunter for awhile - bounding over streams, strolling through brush and getting his feet wet in a reflective pond.
"The process started with story telling," said Limore Shur, creative director at Eyeball. "We had to create a rationale for why a silhouetted deer is walking around as typography appears on the screen. We decided to create a graphic representation of Larry's habitat with which he could interact in a natural way."
The action and the ad's copy flow seamlessly from scene to scene, forming a stylized and entertaining narrative that plays to the younger set The Hartford is trying to reach. The Hartford's stag, much like the company itself, is stalwart, and it was important for Larry's treatment to be executed in a way that maintained the brand's identity.
"Larry was the biggest challenge," said Shur. "Working with some old paintings of red deer from Europe, we started modeling a mesh that would exactly represent this great brand icon. Kazz Ishihara, who was the lead designer of the spots, did an outstanding job of balancing all the elements. His frames created an illustrated world that was both beautiful and flexible."
But The Hartford plays in the world of financial security, and their image needs to do more than just look good. Eyeball used deft 3D animation to give Larry a realistic and distinct personality, one of strong character laced with quiet confidence.
"It was important that we carried over an aesthetic of trust and stature," said Shur. "There were very specific requirements as to how Larry should be portrayed. He had to have a majestic air, so we narrowed his exploits to thoughtful, dramatic movements that communicate a calm dignity."
Using a strong color palette provided by collaborating ad agency Campbell Mithuin, Eyeball gave the stately red deer a fun but purposeful agenda on his stroll, while enveloping the spots with a contemplative vibe suitable for the important life decisions The Hartford helps people make.
"They are elegant animation pieces that reinforce The Hartford's strong brand, while appealing to an audience that appreciates the entertainment side of commercials," said Kindred. "The pleasure factor meshes with the star power of Larry to really make the spots stand out."
