Working with the 2D and 3D animation teams at Time Based Arts in London and a concept by agency Droga5, ProdCo director Mackenzie Sheppard rides nail art into new territory in this romp for HP’s AI PC technology.

Mackenzie Sheppard: “Writer’s ideas are channeled through their fingers. In this spot, those fingers become the heroes of the story. With the HP AI PC unlocking the writer’s potential, her nails shapeshift to match the narrative she’s creating—adapting to the worlds she imagines with each keystroke.

“The film strips away the lacquered, overly polished aesthetic typical of tech campaigns, delivering something more artful, human, and quietly triumphant over the chaos of work.”
 
 

 
Client: HP

Agency: Droga5
Creative Director: Cara Mia Cecchini
Creative Director FL: Cody Tidmore
Art Director: Lindsey Evans
Senior Producer: Patrick Wood

Production: ProdCo
Director: Mackenzie Sheppard
EP: Ian Pons Jewell, Zico Judge
EP/MP: Emma Wilcockson
Line Producer: Hera King
DOP: Filip Marek
Production Designer: Tristán Mur
Post Producer: Ann Mykhailenko
Creative Assistant: Kai Hoshino Sandy

VFX/animation/post: Time Based Arts
2D Lead: Sheldon Gardner
2D Team: Ria Shroff, Manolo Perez, Lucy Lawrence, Viola Bascombe, Danny Peoples, Grant White, Liam Doyle, Miguel Carballal, Mike Outlaw, Olivia O’Neil, Stephen Grasso & Valentina Bartiromo
3D Lead: Sam Osborne
3D Team: Chris Wood, Tushar Kewlani, Dan Hope, Dan Lane, Federico Vanone, Joe Ibbett, Maxime Ponsart, Nick Smalley, Hendrik Kramer, Teodora Retegan & Nigel Timms
Design: Stephen Ross, Doug McGinness, Tom Robinson
Grade: Ruth Wardell
Post Producer: Tom Manton & Matt Squires
Production Assistant: Lily Barron

Edit: Cartel
Editor: Nate Katz

Sound Designer: Yuka Otsuki