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HP “François” 2005

HP “François” (2005) is a HP commercial directed by Francois Vogel for Goodby Silverstein & Partners, produced by Paranoid Projects Tool. It won 2 awards, including ADC 2005 Silver Cube — Advertising: Television & Cinema Commercials and AICP Show 2005 Honoree Advertising Excellence / Campaign.

A man surrounded by photos of himself, playfully frames and rearranges them, showcasing the creative possibilities of HP Digital Photography.

Video: francois vogel on Vimeo

Frames

  1. A man in a striped shirt sits at a messy desk, holding up a white frame and then a photo of himself, surrounded by other photos of his face.© HP0:00
  2. HP “François”, shot 2© HP0:04
  3. HP “François”, shot 2© HP0:07
  4. HP “François”, shot 2© HP0:10
  5. HP “François”, shot 2© HP0:14
  6. HP “François”, shot 2© HP0:17
  7. HP “François”, shot 2© HP0:20

Stills © HP. Made by Goodby Silverstein & Partners, Paranoid Projects Tool and Francois Vogel.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Man plays with his own photos, demonstrating HP Digital Photography's creative potential.

Tagline: “Click, print, invent.”

playful self-obsessionvisual metaphor for creativitystop-motion aestheticproduct demonstration through art

The cut

Length
31 s
Shots
3
One take
27 s in a single shot

What creatives use HP “François” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of HP “François”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man in a striped shirt sits at a messy desk, holding up a white frame and then a photo of himself, surrounded by other photos of his face.© HPHP “François”, 0:04© HPHP “François”, 0:07© HPHP “François”, 0:10© HP
    Frames from HP “François”

  2. 02How a one-take commercial is built

    27 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    A man in a striped shirt sits at a messy desk, holding up a white frame and then a photo of himself, surrounded by other photos of his face.© HPHP “François”, 0:04© HPHP “François”, 0:07© HPHP “François”, 0:10© HPHP “François”, 0:14© HPHP “François”, 0:17© HP
    Length: 31 s · Shots: 3 · One take: 27 s in a single shot

  3. 03Ad ideas: every spot built on a stop-motion aesthetic

    Before you present an idea, you need to know who has done it, and how.

    HP “François” is built on a stop-motion aesthetic. Search the library by idea to see every spot that uses it.

    Levi Strauss & Co. “Woman Getting What She Wants”© Levi Strauss & Co.AA Insurance “Born Ready”© AA InsuranceHarvey Nichols “Robot Boy”© Harvey NicholsB&Q “Prices. Nailed”© B&Q
    Levi Strauss & Co. · AA Insurance · Harvey Nichols · B&Q

More commercials by Francois Vogel

  • HP "Relay" (2005) commercial still© HPHP “Relay” 2005Dir. Francois Vogel · Goodby Silverstein & PartnersAICP Awards Honoree 2005

More from Goodby Silverstein & Partners

  • Nike "Skateboarding: Running" (1998) commercial still© NikeNike “Skateboarding: Running” 1998Goodby Silverstein & PartnersCannes Lions Grand Prix 1998
  • Cheetos "Other Hand" (2025) commercial still© CheetosCheetos “Other Hand” 2025Dir. Harold Einstein · Goodby Silverstein & PartnersANDY Awards Gold 2025
  • Frito Lay "Taste of Soccer" (2023) commercial still© Frito LayFrito Lay “Taste of Soccer” 2023Dir. We Are From LA · Goodby Silverstein & PartnersAICP Awards Winner 2023
  • Courageous Conversation Global Foundation "Not a Gun" (2021) commercial still© Courageous Conversation Global FoundationCourageous Conversation Global Foundation “Not a Gun” 2021Dir. Kevin Foley · Goodby Silverstein & PartnersANDY Awards Gold 2021
  • Xfinity "The Greatest Gift" (2021) commercial still© XfinityXfinity “The Greatest Gift” 2021Dir. Craig Gillespie · Goodby Silverstein & PartnersANDY Awards Gold 2021
  • Doritos "The Cool Ranch feat. Lil Nas X and Sam Elliott" (2020) commercial still© DoritosDoritos “The Cool Ranch feat. Lil Nas X and Sam Elliott” 2020Dir. Lance Acord · Goodby Silverstein & PartnersANDY Awards Gold 2020

Award-winning tech commercials

Questions

Who directed the HP “François” commercial?

Francois Vogel directed it, produced by Paranoid Projects Tool, for the agency Goodby Silverstein & Partners.

Which agency made HP “François”?

Goodby Silverstein & Partners created it for HP (2005).

What awards did HP “François” win?

2 awards, including ADC 2005 Silver Cube — Advertising: Television & Cinema Commercials and AICP Show 2005 Honoree Advertising Excellence / Campaign.

What is the tagline of HP “François”?

“Click, print, invent.”

Sources for the credits and awards

aicpawards.comweb.archive.org