For the upcoming launch of two new Z by HP ZBook laptops, Giant Spoon reached out to us to create two product teaser films.  With the aim of creating buzz amongst technical creatives, HP wanted teasers that spoke the language of these professionals; we knew we needed to create something visually arresting to grab the attention of these highly discerning viewers. Using CGI animation, we produced 2 x 60 sec spots to celebrate the technology and key features of these devices. As we use Z by HP products in our studio, we were excited to work on this project.

PRE-PRODUCTION ︱ DEsign frames

In our treatment, we were asked to showcase how we’d approach the films both stylistically and narratively to bring the product story to life. We would need to show exterior shots of the Zbook, how the advanced inner technologies would help end users and call out key benefits and specs. Our concept designers created several original artworks to demonstrate how key scenes might look.

post production ︱ cgi

Working fully in CGI gave us total control over how to tell the story. We used a mix of macro close ups, exploding views, fly throughs of inner components, and assembly of ports and screen pixels. The juxtaposition of these different types of scenes helps showcase the vast array of technologies that are packed into these products. We also used interesting color and lighting effects to help enhance the product story. The final product reveal also incorporates a piece of beautiful CG artwork provided by Z by HP brand ambassador Rik Oostenbroek.