Cool, but I wish it was longer and more substantial

HP – invent from Tom and Matt on Vimeo.
Response to D&AD Student Awards brief set by Hewlett Packard.
Def. cooler than what Cedrick and I came up with when we were doing the same brief 9 months ago, but isn’t the right product. (HP Workstation is a specific type of computer, not a printer.)  And it’s not clear what the payoff is.  Do these printers produce more pages per ink cartridge?  Are they cheaper than Epson’s but just as good? 
Since coming to the Circus, I’ve def. learned to look deeper than just  doing “something cool.”  What’s the big idea? What are you ultimately trying to say about the product?  It needs to be clear and creative.  Story of my life.

Jenny Dougherty | Creative Director