Watch the Leather, Man
HP is setting out to disrupt the laptop market with the Spectre Folio. It’s a striking piece of product design that seamlessly blends the hard surfaces of aluminum and glass with soft curves of brown leather. When the talented people at Industry originally briefed us, we were captivated. This was a product that HP had put a lot of love in crafting, and it needed a lot of love put into how its story was brought to market. This isn’t your ordinary laptop.
Crafting a World as Unique as the Product Itself.
Where most tech brands are optioning minimalistic environments for the sake of placing all the focus on the product they’re featuring, Industry wanted the environment of the Folio to speak for the product. The language of the environment became the material design of the device. We designed an assortment of options, some more complex than others. Every one of them featured the product at unique angles, floating effortlessly in space.
Since the entire scene was built from the ground up in CG, we had no restrictions on what we could visualize. Leather wrapped around the device, and into the hard concrete surface of the walls it floated against. But with every piece of creative there is always a balance, and with HP’s collaboration with Intel, we had to be cognizant of their legal needs. That is to say, we had to tone it down, ground the laptop to a table top and use lighting and detailed shaders to tell the story. The end product renderings are breathtaking pieces of art we’re proud to stand behind.
The iterative collaboration with the team at Industry led to some truly great work for the launch of a wonderfully unique product.
Materials For All of HP’s Channels.
Once we arrived on the rule set of our look, we rippled components out across HP’s channels, from video to stills. The toolkit of elements we crafted was used in the launch campaign of the product, featured on tech blogs around the internet, and found their way into HP’s website and hero product video for the Spectre Folio.