New global campaign for HP from Framestore

A beautiful new global campaign for HP from the teams at Giant Spoon, Framestore and Framestore Pictures called 'Power Your Breakthrough' to showcase the new Z by HP tools that enable professional creatives to go beyond, particularly at a time when many continue to work remotely and hone their craft. 

Directed by Anthony Gibbs and Chris Eckardt of Framestore Pictures, the two hero spots share an immersive insight into the creative process where artists constantly strive to evolve and grow in their fields. The campaign mirrors this transformation and shows that when equipped with the ultra high-powered Z by HP line, artists can take giant leaps as opposed to small steps.

The first of the two films, Grow Beyond, explores the expansive branches of a tree, reflecting the often non-linear creative choices that lead to an artist’s idea. The tree’s structure shows us how iterative and beautiful the creative process can be, even when some branches don’t bear fruit. This growth journey speaks to the power of Z by HP to run 3D software and process heavy renders, lifting technical barriers that can limit creative possibilities.  

The second film, Making Waves, showcases the power of the Z by HP's AI capability to assist an artist by removing creative obstacles, particularly for tasks like tracking, object scanning and image manipulation.

“Directing a story about the creative process was something we truly relished. We wanted to celebrate the fundamental process of developing ideas and showcase that through a metaphorical journey. The sprawling branches of the tree within the film mirror the choices a creative makes as their idea comes to life -- each branch is a path that could lead to something fruitful. The energy of a wave perfectly represents the power of raw creative. By using the right tools, we can harness the chaos of creativity and build something magnificent,” shared Gibbs and Eckardt.