HP is looking to make printing more environmentally friendly. So in October HP became World Wildlife Foundation’s largest U.S. corporate partner and committed to planting 1 million acres of forest so printing can actually lead to growth. This commitment sparked the creative idea–from Wieden+Kennedy, Portland–behind the latest HP campaign, “Printing Trees” featuring trees growing from a printer.
The main creative challenge of “Printing Trees” was to work out how it could go from simple words on a page to an actual execution. The whole time during the production process it felt like new ground was being broken in terms of how it manifested. The French directors, Megaforce (via production house Iconoclast), and cinematographer Greig Fraser (Dune, The Mandalorian, Vice) accepted this tricky visual challenge with open arms and worked with the VFX/postproduction team at KEVIN to bring the whole thing, literally, to life.
With the music and sound effects also playing a pivotal role in this spot, they needed to be thought about in conjunction with the visuals. The British composer, Ben Salisbury, (who won an Ivor Novello award for his Ex Machina soundtrack, and also Emmy nominated for his nature scores with David Attenborough) provided a bespoke track that beautifully balances printer sounds with a hopeful melody that contains influences of both mechanics and nature.
Sustainability was top of mind for the production as a whole. HP offset the carbon footprint of the shoot by planting 40 trees in the Amazon.
Credits
Client HP Agency Wieden+Kennedy, Portland, Ore. Eric Baldwin, executive creative director; Christen Brestrup, Bertie Scrase, creative directors; Brad Trost, art director; Titania Tran, copywriter; Matt Hunnicutt, director of production; Lindsay Reed, sr. producer; Christina Kim, creative operations; Lis Moran, design producer; David Chathas, Beth Schuenemann, Katie Custis, designers; Henry Lambert, Lauren Ivory, strategic planning; Erica Nikolaidis, copy editing. Production Iconoclast Megaforce, director; Valerie Romer, exec producer; Lisa Cowan, line producer; Greig Fraser, DP. Editorial Final Cut Joe Guest, editor; Evan Bluestein, Leah Burton, assistant editors; Taylor S. Rousseau, post producer; Suzy Ramirez, post exec producer; Ana Orrach, head of production; Justin Burkman, managing director. VFX KEVIN Tim Davies, executive creative director/partner; Mike Dalzell, head of CG; sue Troyan, sr. exec producer/partner; Jami Schakel, sr. VFX producer; Louise Bloomfield, VFX coordinator; Pete Smith, VFX shoot supervisor; Ben Smith, Dag Ivarsoy, Rob Winfield, 2D artists; Nico Sugleris, Kathryn Dougan, Kerry Graham, Matt Longwell, Carl Harders, Dan Santoni, Edwin Chiu, Igor Stefanovic, Michael Edland, Tom Allen, Shiv Dholakia, CG artists. Color Emiliano Serantoni, colorist. Voiceover Talent Angela Grovey Music Walker Sara Matarazzo, sr. exec producer/founder; Stephanie Pigott, exec producer; Ben Salisbury, Suvi-Eeva Aikas, composers. Sound Design & Audio Post 750mph Sam Ashwell, audio mixer/sound designer; Martin Critchley, exec producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
