When creative director Jürgen Krieger (Barcelona) was asked to advertise Pilot’s new Frixion Pen, he focused on its most distinguishing feature—it allows people to write or draw with one end and to erase with the other—and positioned it as the perfect tool for creative users, thinkers, writers, illustrators, students and children. Every creative process begins with an idea; however, since creation is based on an intensive and sometimes long-running process, in order to make something brilliant, it must be rectified, changed and improved. To capture the process, the creative team relied on the most stunning creation process ever as its theme—the evolution of species. The spot was created for TV, cinema and the Web in 20-, 30- and 60-second versions.
// From our friends at Communication Arts