March 2009
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.
"The message we wanted to convey was a simple one; Avid is listening," said Richard Borge.
"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."
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