In a world where smart assistants live inside your phone and on your countertop and even your fridge connects to WiFi, why can’t printers be smart, too? With HP+, printing finally got smart, with printers that order their own ink, have automatic self-healing WiFi connection, and offer a plethora of smart features through the Smart App. 

How smart is the HP printer? This film–created by Goodby Silverstein & Partners, directed and shot by Lance Acord of Park Pictures–introduces folks to what the smart printer can do. 

The spot takes place in a magical world where smart devices come to life when humans are asleep, complete with personalities and quirks. Though some of these home devices are skeptical of the newcomer, the HP+ Smart Printer, it quickly earns their trust after a heroic showdown–using its genius to protect a cute little vacuum from the terrorizing house cat.

“We had originally called the idea ‘The Symphony of Smart’ after noticing the secret language that exists between smart objects already in our home. They can talk, respond, have expression. We wanted HP to bring to life a new part of the story we hadn’t yet seen between the objects we live with every day with our printer as the brand new smart kid on the block,” said Laura Petruccelli, executive creative director, Goodby Silverstein & Partners.

Director/DP Acord shared, “We all had so much fun on this project. For me the idea really clicked once we were able to clearly define the personality of each device.  From the overly enthusiastic high energy vacuum, to the bug eyed paranoid home security camera, to the sarcastic hard to impress home-assistant,  each device had a unique character within the story.”

Credits

Client Hewlett Packard (HP) Agency Goodby Silverstein & Partners Rich Silverstein, co-chairman/co-founder; Laura Petruccelli, executive creative director; Wes Dorsainvil, Joshua Hacohen, associate creative directors; Andrew Congleton, art director; Zak DeLange, copywriter; Leila Gage, director of production; Tess Kenner, executive producer/producer; Bonnie Wan, partner, head of brand strategy; Christine Chen, partner, head of communication strategy; Dong Kim, group communication strategy director; Matt Hudgins, sr. communications strategist; Kelly Evans-Pfeifer, group brand strategy director; Cassidy Wilber, brand strategy director. Production Company Park Pictures Lance Acord, director/DP; Jackie Kelman Bisbee, Scott Howard, exec producers; Anne Bobroff, sr. head of production; Caroline Kousidonis, exec producer/producer; James Chinlund, production designer. Editorial Exile Kirk Baxter, Zaldy Lopez, editors; Jennifer Chung, assistant editor; CL Kumpata, exec producer; Jennifer Locke, head of production; Toby Louie, post producer. VFX/Finishing a52, Santa Monica, Calif. Pat Murphy, Jesse Monsour, VFX supervisor; Andrew Romatz, CG supervisor; Matt Sousa, Stefan Gaillot, Michael Vaglienty, Patrick Poulatian, Chris Riley, Dan Ellis, Sam Kolber, John Valle, Kevin Stokes, Ujala Saini, Kirk Balden, 2D VFX artists; Bryan Cox, Ariana Ziae Mohseni, Ziyan Zhang, Mike Dupree, Josh Dyer, Jade Smrz, José Limon, CG artists; Ekin Akalin, Cindy SooHoo, Sky Bird, Laura Reedy, 2D designers; Jillian Lynes, producer; Stacy Kessler-Aungst, head of production; Patrick Nugent, Kim Christensen, exec producers; Jennifer Sofio Hall, managing director. (Toolbox: Flame, Maya, Vray, ZBrush, Substance Painter, PFTrack) Telecine Primary Daniel de Vue, colorist; Ale Amato, Corey Martinez, David Oh, color assists; Jenny Bright, color producer; Thatcher Peterson, exec producer. Music RNDM ORDR Robert Miller, composer; Rani Zarina Vaz, exec producer; Ayesha Hassan, producer; Marc McClusky, record & mix. Sound Design Martin Hernandez, M.P.S.E.; Jaime Sainz, assistant FX editor; Alan Riva-Palacio, Jaime Sainz, foley. Sound Design LSD Michael Anastasi, sound designer; Kai Paquin, sound design assistant. Audio Mix Lime Studios Matt Miller, mixer; Ian Connie, audio assistant; Kayla Phungglan, sr. producer; Susie Boyajan, exec producer.

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