HP

Executive Briefing Center

Project overview:

The HP Executive Brieifing Center was created to allow executives and IT pros to engage directly with HP experts at the highest level. In 2013, HP built a new EBC on the campus of their Palo Alto corporate headquarters. The centerpiece of the new building is a 150 foot media wall that spans nearly the entire length of the main atrium that visitors walk down as they access meeting rooms and technology rooms.

My client, Woo Creative, was brought in early in 2012 to work with HP to figure out an approach to this media wall, as well as other media needs of the new space. Gmake was brought in soon thereafter as part of this team.

Delivery:

“Banner” modules — 38 x 1080p screens in vertical and horizontal formats
—one-minute “Welcome” banner module ; four versions
—three-minute “Industries” banner module
—two-minute “Sustainability & Social Initiatives” banner module; two versions
—”Magnum Photography Gallery” banner module

Single screen “lobby”modules — 1080p with square mask
—one-minute “Welcome” lobby module ; four versions
—three-minute “Industries” lobby module
—two-minute “Sustainability & Social Initiatives” lobby module

“Syndication “ versions — 1080p
—one-minute “Welcome” lobby module ; four versions
—three-minute “Industries” lobby module
—two-minute “Sustainability & Social Initiatives” lobby module; two versions

“Welcome” sign-in application

Client:

Woo Creative; Roger Woo, Creative Director

Collaborators:

Molly McBride, Woo Creative Producer
Steve Mallorca, “Industries” Director
Billy Peña, “Welcome” Director of Photography

 

"Welcome" Module:

After about nine months of planning, testing and storyboarding, we arrived at a structure and an approach to the wall.

The “Welcome” module showcases HP employees from around the world welcoming guests to the EBC. Woo Creative shot the employees and recorded  versions of “hello” and “welcome” in their native language. These voices play as as a montage with the music.

The employees were shot in slow motion at 4K on Red cameras because of the resolution requirements to span two vertical 1080p monitors.

Four versions of the welcome were built, from about three hours of footage. 

Delivery:

“Banner” modules — 38 x 1080p screens in vertical and horizontal formats
—one-minute “Welcome” banner module ; four versions
—three-minute “Industries” banner module
—two-minute “Sustainability & Social Initiatives” banner module; two versions
—”Magnum Photography Gallery” banner module

Single screen “lobby”modules — 1080p with square mask
—one-minute “Welcome” lobby module ; four versions
—three-minute “Industries” lobby module
—two-minute “Sustainability & Social Initiatives” lobby module

“Syndication “ versions — 1080p
—one-minute “Welcome” lobby module ; four versions
—three-minute “Industries” lobby module
—two-minute “Sustainability & Social Initiatives” lobby module; two versions

“Welcome” sign-in application

Client:

Woo Creative; Roger Woo, Creative Director

Collaborators:

Molly McBride, Woo Creative Producer
Steve Mallorca, “Industries” Director
Billy Peña, “Welcome” Director of Photography

 

"Industries" Module:

Because construction had yet to begin, and the monitor configuration was still hypothetical, we set up a series of tests with the AV team to better understand the technology — both its strengths and limitations. Gmake also modelled the space and the media wall in software so that we could all have a sense of scale, proportion and motion. This approach proved critical throughout the process.

Shown here, the “industries” module was conceived around visual scenarios and messaging focused on specific aspects of industries that HP serves.

The industries module required a complex editorial and graphics approach to be able to build and output 38 synchronized screens (with an effective canvas of 60,000+ pixels wide — roughly the equivalent of 15 iMax movies). After a lot of testing, we ended up working with Adobe Premiere and After Effects because of the seamless back-and-forth integration between edit & fx,.

Woo Creative shot 4K Red footage for almost a month at locations all over the US; highlights included shooting from the top of the Roosevelt Tram in New York and inside the motion capture studio at Dreamworks  Animation in Burbank.

Delivery:

“Banner” modules — 38 x 1080p screens in vertical and horizontal formats
—one-minute “Welcome” banner module ; four versions
—three-minute “Industries” banner module
—two-minute “Sustainability & Social Initiatives” banner module; two versions
—”Magnum Photography Gallery” banner module

Single screen “lobby”modules — 1080p with square mask
—one-minute “Welcome” lobby module ; four versions
—three-minute “Industries” lobby module
—two-minute “Sustainability & Social Initiatives” lobby module

“Syndication “ versions — 1080p
—one-minute “Welcome” lobby module ; four versions
—three-minute “Industries” lobby module
—two-minute “Sustainability & Social Initiatives” lobby module; two versions

“Welcome” sign-in application

Client:

Woo Creative; Roger Woo, Creative Director

Collaborators:

Molly McBride, Woo Creative Producer
Steve Mallorca, “Industries” Director
Billy Peña, “Welcome” Director of Photography

Sustainability Module:

Working with existing footage from all different sources, the challenge for the Sustainability and Social Initiatives module was to structure seven narratives showcasing HP’s commitment to making the world a better place, and to tell those stories without the use of voice over or on-camera audio. 

We sifted through about 30 hours of footage to find the most compelling stories, and the best shots to tell those stories. For each story, we focus on a “hero” — one person who makes a difference for each of the initiatives.

Delivery:

“Banner” modules — 38 x 1080p screens in vertical and horizontal formats
—one-minute “Welcome” banner module ; four versions
—three-minute “Industries” banner module
—two-minute “Sustainability & Social Initiatives” banner module; two versions
—”Magnum Photography Gallery” banner module

Single screen “lobby”modules — 1080p with square mask
—one-minute “Welcome” lobby module ; four versions
—three-minute “Industries” lobby module
—two-minute “Sustainability & Social Initiatives” lobby module

“Syndication “ versions — 1080p
—one-minute “Welcome” lobby module ; four versions
—three-minute “Industries” lobby module
—two-minute “Sustainability & Social Initiatives” lobby module; two versions

“Welcome” sign-in application

Client:

Woo Creative; Roger Woo, Creative Director

Collaborators:

Molly McBride, Woo Creative Producer
Steve Mallorca, “Industries” Director
Billy Peña, “Welcome” Director of Photography

Sign-in application:

Gmake was also asked to design a custom sign-in application, which is the first touchpoint for visitors when they enter the space.

Delivery:

“Banner” modules — 38 x 1080p screens in vertical and horizontal formats
—one-minute “Welcome” banner module ; four versions
—three-minute “Industries” banner module
—two-minute “Sustainability & Social Initiatives” banner module; two versions
—”Magnum Photography Gallery” banner module

Single screen “lobby”modules — 1080p with square mask
—one-minute “Welcome” lobby module ; four versions
—three-minute “Industries” lobby module
—two-minute “Sustainability & Social Initiatives” lobby module

“Syndication “ versions — 1080p
—one-minute “Welcome” lobby module ; four versions
—three-minute “Industries” lobby module
—two-minute “Sustainability & Social Initiatives” lobby module; two versions

“Welcome” sign-in application

Client:

Woo Creative; Roger Woo, Creative Director

Collaborators:

Molly McBride, Woo Creative Producer
Steve Mallorca, “Industries” Director
Billy Peña, “Welcome” Director of Photography