HP West Coast Customs
- Role
3D Animator, Executive Producer, Writer, Storyboard Artist
- Duration
8 weeks / Completed 2012
- Tools
Cinema 4D, Adobe After Effects, Photoshop, Illustrator, Premiere, Audition
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
Boost brand awareness for both HP and West Coast Customs by visually showcasing the power of HP technology in high-performance custom car fabrication.
Process
We conducted visual research using historical photos of the original car and acquired multiple reference angles of the remodeled version. Based on these assets, the car was rebuilt in Cinema 4D using custom modeling techniques. Storyboards and animation were tightly aligned with the brand narrative, and all post-production was completed using Adobe software.
Key Highlights
Detailed Insights
Deep Dives
Learning Science
2
Creative Rationale
Goal
Challenges
Process
Impact and Results
Measurable Outcomes
Takeaways
1
The brief
Goal
Boost brand awareness for both HP and West Coast Customs by visually showcasing the power of HP technology in high-performance custom car fabrication.
Challenges
The main challenge was replicating the final remodeled car in 3D, which required sourcing high-quality reference images. Unlike the original model, which was readily available, the custom parts had to be modeled from scratch—each one accurately reflecting real-world fabrication.
Learning Objectives
Learning Science
Learning Methodolgy
Process
We conducted visual research using historical photos of the original car and acquired multiple reference angles of the remodeled version. Based on these assets, the car was rebuilt in Cinema 4D using custom modeling techniques. Storyboards and animation were tightly aligned with the brand narrative, and all post-production was completed using Adobe software.
Impact and Results
The video became a key feature on both HP’s and West Coast Customs’ landing pages, driving increased visibility and reinforcing the fusion of innovation and customization. It helped anchor the launch of a new season of the show, directly tying entertainment to technology storytelling.
Measurable Outcomes
The video saw a spike in traffic on both brands’ websites, with significant return visits on the day of the season premiere. Engagement rates exceeded average benchmarks for branded content at the time, proving the effectiveness of blending storytelling with product integration.
Takeaways
High-fidelity 3D modeling requires early coordination with on-site teams to ensure access to accurate imagery and reference materials. This project reinforced the importance of strategic partnerships, not just for content, but for access to production-critical assets that impact modeling accuracy and visual storytelling success.
Accessibility & inclusion
