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.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More