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Z By HP

Art Direction

Motion

The Challenge

Z by HP, Hewlett Packard’s Enterprise focused division, offers workstations that focus on power, performance and reliability. Stocked with the best of the best hardware, Z by HP workstations are engineered to outperform your typical PC.

Ready to unveil their new Z6 G5 A workstation, Z by HP came to The Charles GRP looking to create a minute long trailer that stops the scroll and gets people talking about the workhorse computer.

KEY OBJECTIVES

Create a minute long trailer of the HP Z6 G5 A
Create 2 6 Second cuts and 2 15 second cuts to be used for Social and website

SEE THE VIDEO

Bringing On Screen Graphics to life

After a round of research looking at previous product videos and performing a competitive analysis, a moodboard and general storyline were created to help create a general narrative around the product and help the video get from point A to B to C while hitting all of the Key touchpoints.

How can we balance providing detailed content while making it digestible for some of the world’s top business leaders? During our discovery phase, using metrics and heatmaps from BCG's development team, Our team discovered that this audience tended to scroll through the full site very quickly. Typically, they would pause on bigger headlines and then keep scrolling till they reached the end. Only to scroll back up looking for the bits of information that was most relevant to them.

With this information, It was important for us to find ways to tell a whole narrative story while reducing copy to its true essence. I was tasked with finding ways in which we could condense copy, utilize scroll interactions to highlight information, and create interactive modules that allowed the user to learn as they explored the page.

Initial Stages - Mapping out key priorities and general concepting of story

Image used in moodboard to illustrate the idea of objects coming off screen to immerse the user in that "world"

Mood board Highlight

Using a tabbed navigation that encourages users to stop and explore while reducing page height

Putting pen to paper - Drawing out the storyboard before creating initial frames in cinema 4d

During the research phase, we looked at alot of editorial references and data driven sites to help tell the story

As the user scrolls, masks shape shift on the page to represent climate change

The Narrative and concept

With this video, we wanted to hit a few key moments. While it was important to show the important to show the main hardware (CPU, GPUs, motherboard) we also needed to metaphorically show the power that this computer can give it's user. With the tagline "Unbound potential", we wanted to communicate what that really meant.

For the user, this means speed, power, and reliability, powering through multiple workstreams, switching from program to program without any lag and doing it in as little time as possible. The main concept of this video was to create a seamless video that represents no interruptions, lightning fast speed, and the worlds you can unlock when you use a Z by HP Z6 G5 A.

See some highlights from the video below.