Think. The HP Latex R Series tears up the rulebook of what a Latex printer can do, giving you amazing colors and the glossiest white on a wide variety of flexible and rigid materials. These printers have the power to transform any space – a benefit we knew had to be at the center of our story.

Create. We designed a high-end sports store that would act as our blank canvas to be transformed by the HP Latex R series. Every aspect of the store – the layout, lighting, product displays and HP Latex applications – was designed by our art direction team to transmit the transformative power of the printer.

Produce. We built a bespoke set and shot the video over two days with our in-house directors and production team. Finally, our postproduction team put the finishing touches to the video, with printer scenes produced in high quality 3D animation.