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HP – Retail Executive Forum 2017

The Brief

To reinvent the Hewlett Packa``rd’s APJ forum, by creating the event's ID and to produce branded content for HP’s annual partner conference in addition to the gala dinner held in Taipei.

How can we make a WOW impact on our 300 industry partners from across the APJ region? Our challenge was to excite and entertain the audience with the venues 22k, full 360 LED screen.

Our Approach

Working with the HP team in Singapore we conceptualised an event theme that would make use of the venues 360 screens, in designing an all-encompassing experience for the event attendees, using 3d projection mapping, content creation, motion graphics and video production.

Production

Before the writing and storyboarding the 360 content, we soon appreciated that in order to meet the deliverables for the massive project, we would require huge compute power….. not only to drive the content on the 22 LED displays but more importantly in creating it.

The team decided upon a mix of inhouse Octane GPU rendering on HP computers and extensive cloud CPU rendering solutions from both Google and Amazon. As a strong virtual reality production company, the obvious way to conduct client reviews and WIPs was to preview the Taipei ballroom and content in its entirety in a VR headset. To complimenting the 360 screens with a personal touch we asked event speakers to record ‘personal leisure’ spherical 360 video that would be used during their walk-up introduction, allowing industry partners a little insight into the speaker’s world.

Along with the conference content and presentations, Untitled Project produced and performed a live 3 hour 22k resolution VJ set for the guests during the Gala dinner. To aid fast turnarounds, we developed custom in-house headless tools, allowing super-fast; cutting, stitching and slicing of the content, accommodating client changes moments before the shows start.

The Result

Highly enthused industry partners blown away by the visuals, a very happy client team, and three gold awards for HP in the marketing event awards 2017.

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