2020-2024
HP®
2D/3D Product Demo
Motion Lead / Producer
For three years, I led my team as we created dynamic product films for HP, building on the Vis ID work developed by the W+K studio, who designed a system that would be adaptable, scalable and flexible as the brand evolves.
Traditional corporate product demos tend to be rigid and predictable, so my goal was to direct this work towards a different path, one that embraced a minimalism approach, pulling inspiration from the likes of Rothko and other brutalist graphic artists from our time.
Create an artful, visually striking way to showcase the product features of HP’s business-focused laptops, making them stand out in a saturated market.
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Coordinating directly with the HP Industrial design team, the design team, the brand team, and the client, I guided my team to set a new creative standard that elevated the HP brand presence and made a measurable impact in the industry.
The groundwork and solid foundation that we developed provided HP the tools, guidelines, structure, and creative vision to continue producing engaging and visually compelling product demo assets within their internal teams, reinforcing their commitment to innovation and quality.
