Hewlett Packard ‘It Consolidates’

GOODBY, SILVERSTEIN & PARTNERS

Everyday life and everyday business consolidate into simplicity.

Building on an well-established track record of work for HP and Goodby, Silverstein & Partners, MTh's Mathew Cullen* directed “It Consolidates,” representing the consolidating power of HP’s newest enterprise server. “It Consolidates” integrates live-action, stop-motion, motion control, and illustration in a way that blurs the boundaries between all of the techniques. To create the uniquely whimsical visual style, Motion Theory filmed as much of the action as possible, then enhanced the look in post with illustration and design. The scenes include a tangle of freeways unifying into one, an office folding in like a Mad magazine ‘fold-in’ come to life, a cluttered desktop organizing itself, and more, ending up in a messy server room consolidating into a single HP Blade server. *Directed with Bo Platt.