Client: HP
Project: HP Firefly Laptop - Product Demo Animation
Year: 2023
HP briefed us to concept, design and animate a product demo video promoting their new HP Firefly Pro laptop. Our product demos consistently utilize HP’s brand font and color palette. Our product demos visually highlight HP’s product features through the use of performative typography and simple graphic forms and shapes.
For this first direction, I went for a hyper-typographic approach. I envisioned the typography to be clever and performative. From the word “optimize” animating upward to the word “noise” getting louder. I chose to illustrate the laptop’s features using only typography as a means of both written and visual communication, as well as a muted black and white color palette. As simple as the laptop’s functionality and accessibility.
For this second direction, I leaned into the concept of “simplifying” because this HP laptop “simplifies” your laptop experience with a thinner design, better battery life, less noise and less heat. I visualized “simplification” by starting with a bunch of scattered, chaotic clutter, and then subtracting, reducing and decluttering into the reveal of the HP Dragonfly Pro laptop.
Credits:
Creative Directors: Christen Brestrup, Bertie Scrase
Design Director: David Chathas
Design Producer: Kelly Cousins
Designer: Avery Jagre
Motion: Jeff Ackley, Chang Xu