Director/Animator Richard Borge of LA-based production studio DUCK helms an award winning new project for the iconic editorial brand Avid via Boston’s White Rhino agency in advance of its revolutionary series of new products.

The New Thinking promo, directed and designed by Borge, is a dazzling trip through a mechanized world. It begins with an anticipatory countdown that propels us into an expertly crafted machine as it processes a continual stream of feedback. Words like “quality”, “focus” and “reliability” are fed through this fantastical apparatus and piped into the Avid brain trust where a surge of creativity and forward thinking is unleashed.

Says Borge, “The message we wanted to convey was a simple one; Avid is listening. It’s an industry leader when it comes to video editing and its customers are incredibly loyal. The New Thinking campaign represents the company’s response to years of quality feedback.”

New Thinking, which debuted recently at the Avid trade show in New York, is prominently featured on their website and in a series of eye catching new print ads. The uniquely designed and animated promo has won a slew of coveted Telly’s including: Best Show Opening, Best Animation, Best Art Direction, Best Graphics and a Bronze for Best Live Events.

About DUCK:
Los Angeles-based DUCK, formerly Duck Soup Studios, is a continually evolving creative studio producing commercials, music videos, short films and web content. DUCK offers a wide range of services, including live action and integration, character design, film title design, 2D and 3D animation, digital compositing, digital/traditional ink & paint. In recent years, the studio has expanded, adding an original content division that works with writers and animators on unique ideas for film and TV.

The Creds:
Client: Avid
Spots Title: New Thinking
Air Date: March 2009

Agency: White Rhino, Boston
Creative Director: Dan Greenwald
Executive Producer: Jim Ball

Director/Animator: Richard Borge (of DUCK)

Music: Meat Beat Manifesto