HP invent
Hewlett Packard set a design brief for the recent D&AD Student Awards, and one result in particular stands out.
Brief:
Present an idea which promotes HP Workstations ability to bring to life anything the creative mind can conceive.
Response:
Focusing on the synchronisation of a range of HP products, printers become an orchestra in an aesthetic symphony conducted by HP Workstations.
Filmed, edited and directed by Matt Robinson and Tom Wrigglesworth.
The two designers are recent graduates from the Design Communication degree course at Kingston University, London, and they’re currently looking for experience within the creative industry.
Good luck in your search, guys. Love the video.
HP – invent on Vimeo via Johnson Banks.
Music © Round Table Knights.
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34 appreciated comments to “HP invent”
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It looks quite fun! I take it there were no paper jams?
Superb video: even with a credit crunch, surely it won’t be long before these two are snapped up by someone? Good luck to them…
Not too bad of a video but I’m boycotting HP. They run an online printing site that puts printers that buy their products out of business and they do the same for design. Logoworks anyone?
There are way too many companies that want my money and don’t try to steal customers.
…but it’s kind of a waste of paper, in times where ecological responsibility is much asked for, don’t you think?
Incredibly creative, i really like the use of the stop motion to create such effect, and really well done.
It remember me the spot of Mini some weeks ago with ink markers, usign stop motion also.
I think this guys started with the right foot.
Woah that is a cool video. I’m always a sucker for interesting stop-motioney videos… Organizing those squares to rotate like that must have required some deep thought. My brain would have exploded.
To call this clever and time-consuming is an understatement. Whether this project translates to other creative venues for the two lads is another question. To be consistently creative is the hard part.
BTW, I was relieved to see only 1 of 6 comments mentioned “waste of paper”.
Great find David, this is really a cool video. Wonder how much it cost them to create such a video though… http://arstechnica.com/hardware/news/2007/12/hp-and-staples-accused-of-colluding-on-printer-ink-prices.ars
I can’t say I’m really a big fan of hp, but the ad was pretty cool. I liked the big red lips. They seemed very 80s. ;-)
This is fantastic. I don’t really know what else to say other than that.
Video is pretty mind-blowing….not sure if you can get upset about the “paper wasting” or not, being green etc…
It is quite creative and really well executed with the added lips, movement with the music. Thanks for sharing David
Well, I see, I forgot to mention how great, creative and so on this video is. And all respect for this bit of hard work.
My first comment (waste of papcer ect) was ment to provoke, I was curious how others would react. Of course the use of paper (and printer’s colour by the way) in this project did not affect the environment much. Despite this is a great video it leaves a little sour taste to me. Can’t help it.
I think that it’s quite creative, and i loved how everything was punctual and on the spot. it must’ve taken a long time to figure this out and experiment with it. It’s not easy to keep track from the 1st time!! & i luved the lips :)))
Wow: as others have said, must have taken some serious effort!
My first reaction would be to say that most of those effects were done post-production (and not just speeding up the framerate). In the professional world, all of it would be done in a program like After Effects. It just saves so much time and money to do it digitally.
Methods of production aside, it’s a beautiful piece. This is exactly the kind of marketing that HP needs. The concept fits so perfectly with HP’s single-word slogan.
Very impressive, especially from 2 graduates who are probably only 21-22! It must have taken a while to prepare this, let alone film it! It shows their creativity and ability to “think outside of the box.” However, whether this translates into getting them jobs is another story. Hopefully they will have strong portfolios!
It reminds me a bit of the music video from the band OK, Go!
Looks like they have a great career ahead of them!
Thanks for the comments, everyone. Like Anna, I believe much of the effects were added post-production, and that not a lot of paper was actually used.
Here’s hoping Tom and Matt get snapped up soon. Given how their video has been viewed more than 60,000 times in the past two days, I’d say there’s a good chance.
Great concept, reminds me a lot of Sony’s bravia commercials.
Where did they get the money to buy all those printers? Even the cartridges must’ve been crazy expensive.
Just Great. What a creative video!
Ooh dear it made my eyes go a bit funny … had to stop watching halfway through!
Nevertheless, it’s excellent. Once upon a time this sort of thing could only have been done by a big studio with thousands of pounds to spare – it’s heartening to know that these days it’s possible for a couple of students to produce something so original and professional.
Nice what a creative concept, well executed and filmed.
Cool! I like the music too. :D
As much as I love this video, I don’t ever think that HP printers can print that fast! Well, that is based on experience 5 years ago. :D
I used to have an HP, now I have an Epson, not impressed by any of them to be honest. Then again, I hardly use them either. The printer in the ad looks like a home model, which often are neither fast or reliable in colours (and competitors are exactly the same).
This is a fantastic video, these guys are going to be getting plenty of work offers. There is nothing to indicate this is not the work of seasoned pros. This is what HP needs because their products are not capable of selling themselves on performance, reliability.
Hm… something that crossed my mind: what is the difference between spec work and contests like these?
They look a lot alike in my opinion! They both have an open brief and only a few get paid for their labour (in fact, according to rule 1.6 in this contest, you must pay to enter the competition). This is bordering to or *is* applying double standards in my opinion.
For the record: this isn’t ment as an attack on someone or somewhat.
Very creative idea. It kind of reminds me of the video for Fell In Love With a Girl by the White Stripes. http://www.youtube.com/watch?v=q27BfBkRHbs
Hi Tjeerd, this one’s a bit of a gray area for me. Back in my college days I worked on brief after brief that was entirely made-up by my tutors. If they asked if we wanted the opportunity to win a D&AD student pencil, I would’ve jumped at the chance. And the fact that Matt and Tom did actually win a pencil, well, what better way to launch your design career fresh out of university?
On the flip-side, this is spec work. HP are a sponsor of the D&AD awards, and I wonder how much they paid to get this design brief out there.
The scenario reminds me of an old blog post from Mark Boulton, where he talks about Wikipedia holding a design contest. There’s the whole “head over heart” chat, and doing what’s right for you as a designer, but in the case of HP invent, Matt and Tom were simply working towards their degrees, and is it wrong for a tutor to give the opportunity to win a pencil?
If this brief was pitched at designers in employment (as opposed to students), it would be a lot easier to call foul.
Thanks for your thoughts on this! The whole spec work/contest discussion is a bit of a double-edged sword, since every argument for or against one of the forms, can be applied to the other as well.
On a related note, I think I’m going to (ab)use some of the briefs on specwork-sites as exercises without actually submitting anything. That way I learn, but they won’t benefit from it.
Great video! Hope these guys do get snagged up real quick! Good luck guys!
Great video and I’d love to know if Matt and Tom have founds jobs yet. It reminded me a little of the photography studio at my old art college,wires all over the floor, usual elf and safety nightmare!
Amazing creativity!
Great talent. These guys are surly off to a great start. Attention grabbing aside though- can this clip lead to anyone increasing his or her esteem for HP? Don’t think so. Does it “bring to life anything the creative mind can conceive” in a way the real world relates to? No. As a creative stint, it’s great; as far as real brand building, eh eh.
I love it.