HP 'In The Air'

Framestore collaborates with Dante Ariola at MJZ and Goodby Silverstein & Partners to create a stunning spot for HP In the Air. A stream of what seem like random objects race through the air at zero gravity towards one point.

 

It becomes apparent that they have a specific path, and as the music crescendos the stream of objects culminates forward revealing a photograph composed by these objects being printed from "anywhere in the house".

 

Elements for the stream were shot in a green screen studio, positioned and lit as close as time allowed for the background plates. Alex Thomas and Andy Walker supervised the intensive 2 day shoot in LA to make sure they had plenty of material to work with back at Framestore in NY. Deciding what elements should go in to make up the stream to create a beautiful yet logical composition was the biggest challenge. Framestore worked very closely with Ariola to make this happen within a 4 week turnaround. Thomas cleaned up and manipulated the lighting and angle of the green screen elements to match the selected backplate. Supervised by Theo Jones, additional elements were created in CG such as wading elephant legs, bus, rickshaw, pots, butterflies, stools, crates and billboards, all animated with rotation to enhance the feeling of zero gravity alongside the green screen elements.