HP OMEN has rolled out this film to promote its latest product, the OMEN Transcend 14 gaming laptop. In partnership with Wieden+Kennedy Portland’s Motion, Studio, and JOINT teams, the group came together to create a fully animated 30-second spot that gives viewers an in-depth look at the capabilities of the machine by entering into the “OMEN-Verse.”
Launching just in time for CES today (1/8), the film highlights OMEN’s flagship laptop model and aims to speak to gaming and creative audiences alike. The spot is an eye-catching and seamless blend of design, animation, and creative synergies that comes to life by showcasing the numerous areas of the OMEN-Verse, with the main character teleporting from one world to the next via a diamond-shaped portal which pays tribute to OMEN’s branding.
Each world highlights the product’s capabilities as we see the character initially spawn into the core gaming world, move into the vibrant music world, and then beam into the wild and unique art world prior to transcending up to land in an airy, otherworldly scene set to convey how lightweight and portable OMEN Transcend 14 is. The various worlds each include strategically placed Easter eggs like a CPU fan blade for airship propulsion, the HyperX Cloud III headset to represent music creation, nods to VR programs and 3D asset builds, and even floating jellyfish to convey the feeling of lightness to portray portability. Each of these worlds demonstrates that anything is possible with the OMEN Transcend 14.
The spot was fully created in-house at W+K and showcases cutting-edge technology like VR modeling (Adobe Substance Modeler VR), VR animation (Quill), bespoke animation, AI generation for rapid ideation of style frames, an energetic custom music score, and fantastical character development and world building.
CreditsClient HP OMEN Agency Wieden+Kennedy Portland Azsa West, chief creative officer; Christen Brestrup, Bertie Scrase, creative directors; Curtis Pachunka, design director/art director; Orlee Tartarka, head of production; Mauricio Granado, executive producer; Amy Marsh, sr. producer; Sheyenne Denton, creative operations manager; Dave Hagen, Jim Ward, Ken Berg, Shayne Kybartas, designers; Scott Meisse, design producer; Adam Sirkin, motion lead/director; Dave Mellor, Neil Hilken, sr. motion designers; Dan Finn, Ryan Jacobson, Chris Huang, Chang Xu, motion designers; Wen Tsai, motion resident; Andy Lindblade, head of strategic planning; Katie Dyer, strategist; James Yu, copy editing. Postproduction Joint Catherine Liu, head of production; Annie Maldonado, exec producer; Kathleen Russell, head of operations; Orlee Tartarka, head of Joint. VFX Joint Gavin Wright, editor/animator; Zai Outlaw, VFX producer; Catherine Liu, head of production; Tina Starkweather, exec producer. Sound Design/Mix Joint Corey Crawford, mix engineer; Candace Mortier, sound design; Louise Woodward, producer. Music Joint Tamil Rogeon, Louise Woodward, composers.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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