New York-based J.J. Sedelmaier Productions produced a series of four 30-second ink-and-paint cel style spots for Hallmark Greeting Cards through the Leo Burnett agency: “The Fight,” “Birthday,” “Rowdy Party,” and “Romance.” “This project is animation in its purest sense, giving life to inanimate objects - the alphabet,” says director J.J. Sedelmaier, whose animators worked only with the signature typographical treatment of the Hallmark name and the famous crown. The campaign debuted in September.