The ATTIK added a kind of magic to Microsoft's Millennium campaign more than a year ago, but that was only the beginning. "Following the success of Windows 98, it was crucial that The ATTIK brand launch team in San Francisco deliver the Windows ME video with maximum impact and affect," says ATTIK US President William Travis. "As a Microsoft preferred vendor, delivering the company's core values to such a wide audience increased the sensitivity of the piece. It was for this reason that approval has to come from the VP level within the company."
The Microsoft campaign wasn't the first major advertorial launch for the ATTIK, but it was among the most widely recognized in the realm of print and broadcast branding. Director Mike Dixon explains, "To promote the physical connection between people and their computers, we added a sense of magic to the environments through the power of visual effects. By paring down unnecessary elements, we created a snapshot of everybody's world, regardless of language or location. Our goal was to illustrate the core principles of why consumers would want their software to be better, whether it be promoting better communication between family members or connecting with others across the globe."
Since then, the ATTIK has sweat inspiration for many high-profile media campaigns, including NIKE, Ford, Sony and Fox and Adult Channel television networks. In the ATTIK's world, multiple media forms marry. The agency develops print, broadcast and Web designs in offices from New York to London to Sydney to San Francisco—all of which embody Travis' goals to not only interpret products for consumption, but to do so using efficient productivity. Behind the scenes of these theosophies, 10 all-star art directors lay claim to visual candy. James Somerville, an ATTIK alum, contributed to Plazm, a design arts magazine, several years ago—curating an entire issue's aesthetics (from layout to lithography). Accordingly, the directors rely on top-notch software programs and digital imaging. In Plazm, the outstanding insert was produced computer-to-plate using the ATTIK's arsenal of graphic software and output devices—scanners, proofers and printers—in harmony with Macintosh hardware.