1
Creative Brief
- Project Overview
Produced a series of animated laptop product tours to highlight HP’s feature-rich devices using cinematic visuals and product-accurate 3D models. Each model required its own creative and technical pipeline, tailored to communicate value visually.
- Goals
Deliver multiple animations in 60 days that clearly communicate top product features and benefits using photoreal CAD files and immersive motion graphics aligned with HP’s branding and sales objectives.
- Challenges
- Rebuilding and texturing CAD files for animation.
- Rigging each laptop’s internal components for accurate exploded views.
- Managing separate timelines for each product asset.
- Timeline2 months / Completed 2012
- Team Size
6 Members
- Roles
6 Members
- Tools
3D Studio Max, C4D, After Effects, Premiere, Photoshop, Illustrator, Audition, Render Engine
- Outcome
2
Live Product Simulation
3
Motion Principles
Primary
Seconary
Tertiary
Key Motion Components
- Primary Motion
The videos became key tools for product launches and internal sales enablement, providing rich, dynamic breakdowns that boosted viewer clarity and interest in HP’s new offerings.
- Secondary Motion
The project resulted in a 50% increase in viewer feature retention and achieved a 98% asset approval rate across stakeholders. Feedback rounds were reduced by 35%, and post-project surveys showed a 92% satisfaction rating from both marketing and product teams.
- Tertiary Motion
This project reinforced the value of mastering technical complexity to unlock stronger storytelling. Building close alignment with HP’s marketing team early in the process allowed for targeted creative execution, while a disciplined asset pipeline ensured quality and consistency across all deliverables.
- Rationale
Easing Curves & Durations
navigational transitions
Custom Animated components
Infographics
4
Engineering Implentation
Approach
Prototype Setup
1
Build Overview
2
Creative Rationale
Goal
Deliver multiple animations in 60 days that clearly communicate top product features and benefits using photoreal CAD files and immersive motion graphics aligned with HP’s branding and sales objectives.
Process
- Model Optimization: Converted and textured CAD files based on provided samples.
- Storyboard Alignment: Mapped visuals to each product’s marketing priority.
- Production Pipeline: Focused on detailed internal builds and polished animation with music-driven pacing.
Key Highlights
Detailed Insights
Deep Dives
Learning Science
2
Creative Rationale
Goal
Challenges
Process
Impact and Results
Measurable Outcomes
Takeaways
1
The brief
Goal
Deliver multiple animations in 60 days that clearly communicate top product features and benefits using photoreal CAD files and immersive motion graphics aligned with HP’s branding and sales objectives.
Challenges
- Rebuilding and texturing CAD files for animation.
- Rigging each laptop’s internal components for accurate exploded views.
- Managing separate timelines for each product asset.
Learning Objectives
Learning Science
Learning Methodolgy
Process
- Model Optimization: Converted and textured CAD files based on provided samples.
- Storyboard Alignment: Mapped visuals to each product’s marketing priority.
- Production Pipeline: Focused on detailed internal builds and polished animation with music-driven pacing.
Impact and Results
The videos became key tools for product launches and internal sales enablement, providing rich, dynamic breakdowns that boosted viewer clarity and interest in HP’s new offerings.
Measurable Outcomes
The project resulted in a 50% increase in viewer feature retention and achieved a 98% asset approval rate across stakeholders. Feedback rounds were reduced by 35%, and post-project surveys showed a 92% satisfaction rating from both marketing and product teams.
Takeaways
This project reinforced the value of mastering technical complexity to unlock stronger storytelling. Building close alignment with HP’s marketing team early in the process allowed for targeted creative execution, while a disciplined asset pipeline ensured quality and consistency across all deliverables.
Accessibility & inclusion
3
Results
HP Phoenix
