HP's Imaging and Printing Group have made their first viral film about graphic designer and photographer twins fighting their printer and trashing their studio.
My partner Robin Garms (the Interactive Creative Director at Publicis Dialog in London) and I made this film as part of the HP DesignJet Z2100/Z3100 campaign - new large format printers for designers and photographers. The idea was to create two characters - Berthold and Max, one a designer, the other a photographer - who shared a studio and a intense obsession with accuracy and detail. We would then attribute an HP advertising campaign to them, make a site for their studio, write diaries, observations about life and abusive letters to Creative Review and Eye Magazine about the quality of their printing - the usual stuff. In the end we were asked to just make the film that would appear at the end of the campaign as a sort of sign off. And that is what you can see at the link. It was directed by Jeremie Rozan & Martial Schmeltz at Partizan.