HPE — GREENLAKE ANTHEM

Contribution:
Creative Direction
Shooting Boards
Design
3D Animation
Compositing

Job Title:
Creative Director

Studio:
Sibling Rivalry

1/3

Story layers

Enterprise-level IT products often operate on a level of abstraction that’s impossible to capture with a camera. Yet, they play a vital role in shaping the world around us. Rather than attempting to visualize every way HPE’s solutions support businesses—or illustrate complex product functionalities—we set out to create something more anthemic and emotionally engaging.

We chose to tell a single, aspirational story—one that draws the viewer in and sets the right tone. We then layered in meaning to reflect how the new GreenLake platform empowers customers to better understand and navigate a rapidly changing world.

2/3

Clarity is critical

The concept of two environmental scientists conducting research in Iceland provided the perfect opportunity to weave together themes of cutting-edge technology, complex data, and ambitious collaboration—elements that resonate with a wide range of HPE customers. We took a cinematic approach to showcase both the breathtaking landscapes and the human story, giving the film a sense of real-world scale and authenticity. This helped make an otherwise abstract story about IT services feel tangible and emotionally engaging.

3/3

All hands on deck

What I enjoy most about projects like this is the opportunity to take on many roles—collaborating with writers, storyboarding key sequences, building out shot lists, leading all aspects of post-production, and even getting hands-on with CG work, like the two shots shown above.

It was a fun project with a great team. I love when you can say, “Let’s have them drive a white 4x4 through a river,” and a few weeks later, it's happening. Can’t beat that.

HPE — GREENLAKE ANTHEM

Contribution:
Creative Direction
Shooting Boards
Design
3D Animation
Compositing

Job Title:
Creative Director

Studio:
Sibling Rivalry