HP was preparing to go through not just a branding transition, but also one that asked its employees to change the way they thought about their products—they needed a new style of business. As a longtime client of RAPP SF, they asked us to produce a series of internal videos comparing HP’s old vs. "New Way of Thinking," as a practical example of how their employees should be approaching problems from now on.
HP is known for being overly technical, and at times, a bit to "nerdy" for their own good. To fix this, they want to implement a “new style of business” along with their rebrand—they want to ask their employees to start thinking in practical, human terms to change their image.
Create a 4-part video series that tells the story of a husband and wife who are having a weekend BBQ with the husbands coworkers. The husband represents the old style of thinking while the wife represents the new as they navigate through practical scenarios.
Hal spends the night in front of the hardware store to be first in line for the perfect grill.
Hal succumbs to information overload while trying to find instructions on how to grill the perfect burger.
Hal streamlines the burger making process into an unnecessarily large and informative instructional volume.
Hal debriefs on a successful BBQ experience, and starts to see the benefits of looking at thing practically.
We had a lot of fun putting this together. The series was filmed at a gardening center and a residential home in Pasadena, CA.
Art Direction, Strategy, Motion Design/Graphics, Visual Design, Post-Production
Copywriting: Brain Craigie