ATTIK shot, designed and produced three 15-second spots previewing Sony’s Digital Network Recorder with TiVo service. The product allows TV viewers the chance to record programs digitally while they watch something else. ATTIK creative director/designer/director Aporva Baxi said, "We enhanced the existing agency concept with dynamic animated visuals that were specifically designed to reflect the copy line of each commercial. It was also vital that the visuals appear authentic. Since the back end of ‘Brightness,’ ‘Preview’ and ‘Static’ was similar, we recommended a color palette that would make each spot distinct – the background of ‘Brightness’ is turquoise, ‘Preview’s’ is a purple/blue and, in ‘Static,’ it’s red." Ad agency Young & Rubicam’s producer Dante Piacenza said, "ATTIK took the initial concept to a different level of design. Their collaborative efforts and innovative, fresh approach really enhanced the campaign."