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.
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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.
In a world full of speed, overstimulation and tech that delivers everything yet makes us feel very little, the real provocation is choosing to slow down.
That tension sits at the heart of the electric vehicle category. EVs have long been marketed as cutting-edge technological advancements, attracting early adopters eager to embrace the category. However, once they got behind the driving wheel, many discovered an experience that fell short of luxury: sterile, soulless, and overly simplistic.
For the launch of the 2026 Lexus RZ, Lexus and longtime agency partners Team One introduce a new creative chapter of “The Standard of Amazing” through a lens called “Electricity at Its Finest,” reframing electricity not as utility, but as a work of art.
With this hero film of the campaign, “Miles and Miles,” Lexus intentionally breaks from the frenetic pace of traditional automotive advertising. Instead of spectacle, it offers stillness. A single, quiet moment unfolds where a man savors two rarefied, electric objects: a plugged-in RZ and an impossibly modern turntable playing the timeless sounds of Miles Davis’ “Blue in Green.” Directed by Frédéric Planchon of Anonymous Content, the film is audacious in its simplicity and serves as an example of how electricity can create a seductively beautiful experience--less “iPad on wheels,” more emotional sanctuary.
“The new luxury are spaces and moments drenched in serenity. Engineered escapes from the rage-based attention economy. The RZ is designed to be part of that. A crafted counterweight to the outside world,” said Mark Koelfgen, executive creative director at Team One. “This film is about dwelling in the perfect moment. Timeless classics like Miles Davis in equilibrium with... Read More
