HP‘s engineers do everything in their power to develop devices that make your work easier. But, above all, they anticipate the needs of their customers, a feature that’s of great importance particularly at a time when many continue to work remotely because of the pandemic. Of course, at home, you may be in a more comfortable environment and it is easier for you to find inspiration. But many times, you can’t put your ideas into practice because your house isn’t equipped with the devices you need to do your job.
It is easy to lose a great idea if there’s nothing at hand to help shape it. Well, you can get rid of this burden as long as you equip yourself with the right tools, technology, and breakthrough devices. Designed and built to make creatives’ jobs easier, the ultra-high-powered ‘Z by HP’ line might be the right choice. To show artists that its mobile workstation can help them make giant leaps instead of small steps, the brand worked with Framestore Pictures, Framestore, and creative agency Giant Spoon, to conceive a visual strategy. “Power Your Breakthrough” is born and its mission is to help professional creatives push their limits in terms of imagination.
After a session of brainstorming, Framestore Pictures’ directors Anthony Gibbs and Chris Eckardt came up with two hero spots that carry us deep in the heart of a creative process. The first of the two films, “Grow Beyond,” explores the way a tree stretches its branches. Its structure shows how beautiful this adventure can be, even when some branches don’t bear fruit.
The second film, “Making Waves,” focuses on the power of the Z by HP’s AI and how it can be the perfect partner in crime for an artist, as it removes obstacles particularly for tasks like tracking, object scanning, and image manipulation.
“Directing a story about the creative process was something we truly relished. We wanted to celebrate the fundamental process of developing ideas and showcase that through a metaphorical journey. The sprawling branches of the tree within the film mirror the choices a creative makes as their idea comes to life — each branch is a path that could lead to something fruitful. The energy of a wave perfectly represents the power of raw creativity. By using the right tools, we can harness the chaos of creativity and build something magnificent,” shared Gibbs and Eckardt.
Gibbs and Eckardt were the leaders of this project, following the whole process, from conception to delivery. They also ensured that every detail resonates with each other so that when combined, they deliver the maximum effect.
Credits:
Client: HP
Agency: Giant Spoon
Production: Framestore