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Category
Animation / Single
Annual ID
OS25_MI094M
Background
For over 80 years, HP has pioneered innovation, making technology more accessible and transforming the way we work. Now, with the launch of the HP AI PC, they’re doing it again—redefining the future of AI-powered computing.
We were tasked with leveraging this pivotal moment to re-establish HP's storied brand, crafting a compelling platform that champions their unwavering belief in technology as a catalyst for growth and fulfillment within the modern workforce.
Set against a backdrop of widespread AI skepticism in the workplace, concerns about job displacement, algorithmic bias, and a perceived loss of control prevailed in the cultural conversation. To succeed, we needed to shift the perception of AI—not as a replacement for human jobs, but as a tool to remove barriers, eliminate busywork, and unlock our full professional potential.
We were tasked with leveraging this pivotal moment to re-establish HP's storied brand, crafting a compelling platform that champions their unwavering belief in technology as a catalyst for growth and fulfillment within the modern workforce.
Set against a backdrop of widespread AI skepticism in the workplace, concerns about job displacement, algorithmic bias, and a perceived loss of control prevailed in the cultural conversation. To succeed, we needed to shift the perception of AI—not as a replacement for human jobs, but as a tool to remove barriers, eliminate busywork, and unlock our full professional potential.
Creative Idea
With the right tools, work doesn’t have to feel like work. “Tap” brings this idea to life in a fast-paced, visually dynamic ride that captures the emotional power of deep creative flow.
Amid the chaos of a bustling office, a writer taps into the HP AI PC to streamline her research, clearing the way for pure storytelling immersion. As her script unfolds, her nails shapeshift to match the evolving narrative—turning her fingertips into the heroes of the tale.
This strikingly human product film redefines AI—not as a threat, but as a creative catalyst that brings us closer to the work we love.
Amid the chaos of a bustling office, a writer taps into the HP AI PC to streamline her research, clearing the way for pure storytelling immersion. As her script unfolds, her nails shapeshift to match the evolving narrative—turning her fingertips into the heroes of the tale.
This strikingly human product film redefines AI—not as a threat, but as a creative catalyst that brings us closer to the work we love.
Insights & Strategy
Everyone wants to love what they do—because when you do, work doesn’t feel like work. But today, over half of our workdays are lost to busywork. With the launch of the HP AI PC, HP set out to not only call out this modern obsession with busyness but to offer a solution.
Instead of focusing on AI’s functional features, we highlighted its emotional impact—how it strips away the noise, clearing the path for people to do what they love. AI isn’t here to do your job for you; it’s here to help you do your best work.
HP positions AI as more than a tool—it’s a creative partner, removing distractions and unlocking a flow state where productivity and creativity thrive.
Instead of focusing on AI’s functional features, we highlighted its emotional impact—how it strips away the noise, clearing the path for people to do what they love. AI isn’t here to do your job for you; it’s here to help you do your best work.
HP positions AI as more than a tool—it’s a creative partner, removing distractions and unlocking a flow state where productivity and creativity thrive.
Execution
The main challenge was how to create a Western meets Fantasy Adventure, set on a 1cm squared area of a fingernail. To bring this to life, animation was at the center of this creative execution. What begins as a 2D window into the writer’s nail art explodes into 3D as the characters come out of the nails and enter the world, all wrapping up back in the nail at the end. This transformation was a technical and artistic feat, requiring a balance between photorealism and stylization to make the world feel organic, yet imaginative.
The nail art animation was meticulously crafted to look as true to the world as possible. In order for it to look right, we dropped frames from our edit to make a more handkeyed, animated by people feel. As the writer types out her story, we see her characters come to life in the colors of her painted nails. They are intentionally void of heavy CG and rather appear as organic forms of the ideas in her head: a cowgirl and a crook. This was all done intentionally to bolster the fact that the AI PC is a tool for fuel creativity, not to replace it. The characters are animated to flow in their movement, just like the ideas are flowing out of her fingertips, the animation flows like instant thoughts coming from her head. There is also a special level of attention to detail in these movements: because the characters are that of acrylic nail paint, they reflect that when they enter the 3D world with a level of polish, lacquer and even liquid.
The nail art animation was meticulously crafted to look as true to the world as possible. In order for it to look right, we dropped frames from our edit to make a more handkeyed, animated by people feel. As the writer types out her story, we see her characters come to life in the colors of her painted nails. They are intentionally void of heavy CG and rather appear as organic forms of the ideas in her head: a cowgirl and a crook. This was all done intentionally to bolster the fact that the AI PC is a tool for fuel creativity, not to replace it. The characters are animated to flow in their movement, just like the ideas are flowing out of her fingertips, the animation flows like instant thoughts coming from her head. There is also a special level of attention to detail in these movements: because the characters are that of acrylic nail paint, they reflect that when they enter the 3D world with a level of polish, lacquer and even liquid.
Results
"Tap" wasn’t just a creative exploration of AI’s potential—it delivered real, measurable impact. The film’s AI Companion feature, showcasing the HP AI PC’s capabilities, exceeded HP’s internal KPI benchmarks across CTV, online video, and social media.
This success translated directly into market momentum. Within the first month, HP became the leader in AI PC branded search, outperforming the nearest competitor by nearly 50%. HP Laptop brand searches grew +14%, while HP-branded searches rose +15%.
Paid media drove significant engagement, with YouTube TV and select placements generating a staggering +952% lift in searches for "HP AI" and a +20% lift for "HP Laptop."
During the film’s in-market period, searches for “HP AI” and “HP Laptop” surged by 45%, demonstrating the film’s power to drive consumer interest. Tap proved that an AI narrative rooted in human connection—one that highlights emotional resonance and creative empowerment—does more than inspire. It delivers results in a fiercely competitive landscape.
This success translated directly into market momentum. Within the first month, HP became the leader in AI PC branded search, outperforming the nearest competitor by nearly 50%. HP Laptop brand searches grew +14%, while HP-branded searches rose +15%.
Paid media drove significant engagement, with YouTube TV and select placements generating a staggering +952% lift in searches for "HP AI" and a +20% lift for "HP Laptop."
During the film’s in-market period, searches for “HP AI” and “HP Laptop” surged by 45%, demonstrating the film’s power to drive consumer interest. Tap proved that an AI narrative rooted in human connection—one that highlights emotional resonance and creative empowerment—does more than inspire. It delivers results in a fiercely competitive landscape.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Accenture Song / New York
Client / Brand
HP Inc. / Palo Alto
Production Company
ProdCo / Culver City
Music / Sound Production Company
Found Objects / New York
Wave Studios / New York
Post Production Company
Blur / Culver City
Cartel Edit / Los Angeles
Time Based Arts / London
Art Director
Lindsey Evans
Chief Strategy Officer
Ariana Stolarz
Composer
Margy Hayes
Copywriter
Cameron Sharer
Creative Director
Adam Weiss
Cara Mia Cecchini
James Allen
Mia Rafowitz
Sheldon Gardner
Design Director
Andy Wong
Director
Mackenzie Sheppard
Editor
Nate Katz
Executive Creative Director
Jono Paull
Global Chief Creative Officer
Neil Heymann
Communications Strategist
Brianna Califano
DoP
Filip Marek
Executive Producer
Katt Matt
Vicky Ferraro
Group Strategy Director
Keir Moreano
Senior Music Supervisor
Mike Ladman
Senior Producer
Janet Smith
Nick Chomowicz
Tom Manton
1st Assistant Director
Guillermo Escribano
2D Animation
Daisy Evans
Krystian Piotr Garstkowiak
2D Traditional, Clean Up & Colourist
Lily Jenkins
3D Animation
Kevin O'Shea
3D Lead Artist
Sam Osborne
Account Director
Disha Jain
Griffin Miller
Account Supervisor
Manuela Abenante
Associate Producer, Film
Harit Muttreja
Madeleine Wilkinson
Character Concepts
Adam Relf
Chief Executive Officer
David Droga
Colourist
Ruth Wardell
Simone Garttarola
Compositing
Matthieu Landour
Cutting Assistant
Nick Bruce
Director of Business Affairs
Dan Simonetti
ECD & Co-Founder
Jay Wadley
Trevor Gureckis
EVP, Chief Marketing and Corporate Affairs Officer
Antonio Lucio
Executive Producer/MD
Inés Segura
Executive Producer/MD (US)
Emma Wilcockson
Founding Partner
Ian Pons Jewell
Founding Partner/EP
Zico Judge
Global Commercial Marketing Lead
Leyla Tezcan Bell
Global Commercial Marketing, Demand Creation
Ama Appiah
Jemma Card
Global Consumer Marketing Lead
Jamie Cusano
Global Engagement Lead
Lea Mastroberti
Group Communication Strategy Director
Pete Fraser
Tattiana Bamba
Group Project Manager
Alex Robinson
Christine DiStasio
Head of Animation
Yibi Hu
Head of Creative Production
Scott Chinn
Head of Production
Sian Jenkins
Head of Talent Affairs
Sunny Valencia
Junior Music Supervisor
Mara Techam
Landscape Art
Alex Twin
Lead 3D Animator
Nick Smalley
Line Producer
Raquel Castello
Manager Global Consumer Marketing
Lily Psmaris
Mixer
Chris Afzal
Music Coordinator
Lee Cash Chisholm
Partner / Sound Engineer
Aaron Reynolds
Principal Product Marketing
Connor Rock
Production Designer
Tristan Mur
Senior Business Affairs Manager
Jeannie Curcio
Senior Producer, Film
Dylan Heimbrock
Patrick Wood
Senior Producer, Print
Michael Mockler
Shoot VFX Supervisor
Sam Osborne
Stephen Grasso
Stylist
Nuria Dura
VP, Global Marketing
Taj Alavi
Luis Casado
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