1
Creative Brief
- Project Overview
This branded video project was a collaboration between HP and West Coast Customs to highlight the technology and craftsmanship behind a custom car build. The goal was to tell the story of transformation by juxtaposing the before and after states of the vehicle, emphasizing how HP’s technology enabled and elevated the design process.
- Goals
Boost brand awareness for both HP and West Coast Customs by visually showcasing the power of HP technology in high-performance custom car fabrication.
- Challenges
The main challenge was replicating the final remodeled car in 3D, which required sourcing high-quality reference images. Unlike the original model, which was readily available, the custom parts had to be modeled from scratch—each one accurately reflecting real-world fabrication.
- Timeline8 weeks / Completed 2012
- Team Size
4 Members
- Roles
4 Members
- Tools
Cinema 4D, Adobe After Effects, Photoshop, Illustrator, Premiere, Audition
- Outcome
2
Live Product Simulation
3
Motion Principles
Primary
Seconary
Tertiary
Key Motion Components
- Primary Motion
The video became a key feature on both HP’s and West Coast Customs’ landing pages, driving increased visibility and reinforcing the fusion of innovation and customization. It helped anchor the launch of a new season of the show, directly tying entertainment to technology storytelling.
- Secondary Motion
The video saw a spike in traffic on both brands’ websites, with significant return visits on the day of the season premiere. Engagement rates exceeded average benchmarks for branded content at the time, proving the effectiveness of blending storytelling with product integration.
- Tertiary Motion
High-fidelity 3D modeling requires early coordination with on-site teams to ensure access to accurate imagery and reference materials. This project reinforced the importance of strategic partnerships, not just for content, but for access to production-critical assets that impact modeling accuracy and visual storytelling success.
- Rationale
Easing Curves & Durations
navigational transitions
Custom Animated components
Infographics
4
Engineering Implentation
Approach
Prototype Setup
1
Build Overview
2
Creative Rationale
Goal
Boost brand awareness for both HP and West Coast Customs by visually showcasing the power of HP technology in high-performance custom car fabrication.
Process
We conducted visual research using historical photos of the original car and acquired multiple reference angles of the remodeled version. Based on these assets, the car was rebuilt in Cinema 4D using custom modeling techniques. Storyboards and animation were tightly aligned with the brand narrative, and all post-production was completed using Adobe software.
Key Highlights
Detailed Insights
Deep Dives
Learning Science
2
Creative Rationale
Goal
Challenges
Process
Impact and Results
Measurable Outcomes
Takeaways
1
The brief
Goal
Boost brand awareness for both HP and West Coast Customs by visually showcasing the power of HP technology in high-performance custom car fabrication.
Challenges
The main challenge was replicating the final remodeled car in 3D, which required sourcing high-quality reference images. Unlike the original model, which was readily available, the custom parts had to be modeled from scratch—each one accurately reflecting real-world fabrication.
Learning Objectives
Learning Science
Learning Methodolgy
Process
We conducted visual research using historical photos of the original car and acquired multiple reference angles of the remodeled version. Based on these assets, the car was rebuilt in Cinema 4D using custom modeling techniques. Storyboards and animation were tightly aligned with the brand narrative, and all post-production was completed using Adobe software.
Impact and Results
The video became a key feature on both HP’s and West Coast Customs’ landing pages, driving increased visibility and reinforcing the fusion of innovation and customization. It helped anchor the launch of a new season of the show, directly tying entertainment to technology storytelling.
Measurable Outcomes
The video saw a spike in traffic on both brands’ websites, with significant return visits on the day of the season premiere. Engagement rates exceeded average benchmarks for branded content at the time, proving the effectiveness of blending storytelling with product integration.
Takeaways
High-fidelity 3D modeling requires early coordination with on-site teams to ensure access to accurate imagery and reference materials. This project reinforced the importance of strategic partnerships, not just for content, but for access to production-critical assets that impact modeling accuracy and visual storytelling success.
Accessibility & inclusion
3
Results
HP West Coast Customs
