HP West Coast Customs
- Role
3D Animator, Animation Director, Texture Artist, Compositor
- Duration
2 months / Completed 2012
- Tools
3D Studio Max, C4D, After Effects, Premiere, Photoshop, Illustrator, Audition, Render Engine
Motion Defines Hierarchy
Spatial Depth ≠ zoom
Rhythm = hierarchy
Timing & emotion
Hero Choreography
Album Card Motion System
Playback Bar Motion
The player becomes the pulse of the scene — continuous, glowing, subtle.
Progress bar motion timed to 6s loop using ease-in-out sine curve.
Ambient Light + Depth System
Camera Motion / Vision OS Depth
Motion System Breakdown
Principles
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Timing Map
Applied Motion
Reel
1
Build Overview
2
Creative Rationale
Goal
Deliver multiple animations in 60 days that clearly communicate top product features and benefits using photoreal CAD files and immersive motion graphics aligned with HP’s branding and sales objectives.
Process
- Model Optimization: Converted and textured CAD files based on provided samples.
- Storyboard Alignment: Mapped visuals to each product’s marketing priority.
- Production Pipeline: Focused on detailed internal builds and polished animation with music-driven pacing.
Key Highlights
Detailed Insights
Deep Dives
Learning Science
2
Creative Rationale
Goal
Challenges
Process
Impact and Results
Measurable Outcomes
Takeaways
1
The brief
Goal
Deliver multiple animations in 60 days that clearly communicate top product features and benefits using photoreal CAD files and immersive motion graphics aligned with HP’s branding and sales objectives.
Challenges
- Rebuilding and texturing CAD files for animation.
- Rigging each laptop’s internal components for accurate exploded views.
- Managing separate timelines for each product asset.
Learning Objectives
Learning Science
Learning Methodolgy
Process
- Model Optimization: Converted and textured CAD files based on provided samples.
- Storyboard Alignment: Mapped visuals to each product’s marketing priority.
- Production Pipeline: Focused on detailed internal builds and polished animation with music-driven pacing.
Impact and Results
The videos became key tools for product launches and internal sales enablement, providing rich, dynamic breakdowns that boosted viewer clarity and interest in HP’s new offerings.
Measurable Outcomes
The project resulted in a 50% increase in viewer feature retention and achieved a 98% asset approval rate across stakeholders. Feedback rounds were reduced by 35%, and post-project surveys showed a 92% satisfaction rating from both marketing and product teams.
Takeaways
This project reinforced the value of mastering technical complexity to unlock stronger storytelling. Building close alignment with HP’s marketing team early in the process allowed for targeted creative execution, while a disciplined asset pipeline ensured quality and consistency across all deliverables.
Accessibility & inclusion
