Brands look to deliver "stopping power" with handmade effects

10/9/2012 | Adweek

Google, Comcast, Vizio and Sony are among the advertisers returning to mechanical and in-camera effects to bring a retro artisanal quality to commercials, contrasting with computer-graphics slickness and playing to the consumer differently, writes Gabriel Beltrone. McCann Erickson Chief Creative Officer Tom Murphy says, "We live in a world of such incredible, seamless, mind-blowing special effects. There's almost more stopping power sometimes these days in showing something that's been done with human hands."

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