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HP Swaps Technology Disasters for Slick Success in Clever 'Chain Reaction' Film

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The spot from Goodby Silverstein & Partners had its editing, recording and colour correction done via technology featured in the film

HP Swaps Technology Disasters for Slick Success in Clever 'Chain Reaction' Film
The impact of an IT department is easy to overlook. HP’s new film 'Chain Reaction' shows that by working with HP, IT is able to help others do what they do best, which could end up transforming a business for the better.

Created by Goodby Silverstein & Partners, the Steven Soderberg-style heist film follows the chain reaction of events that occur when a new IT manager, Wendy Weber, joins a company and helps the unlikely cast of characters pull off the deal of the decade. Of course, when HP set out to make the film they had no idea how much art would imitate life.

Just as the shoot was gearing up, Covid-19 was gearing up to spread across the globe. After a successful production, everyone returned home safe to find that the world had changed. All editing, recording and colour correcting needed to be done via the technology featured in the film.

While the project had to be completed while working from home, the story itself whisks viewers from their couches, kitchen counters and makeshift home offices into a globe-trotting adventure reminiscent of simpler times, when work and travel were one in the same. When the hero, Wendy, finds herself drowning in technology disasters the first day on the job she decides to find a new tech partner. That’s where HP Services comes in. Once HP helps her manage security, beef up the first line of defence and get the right devices to the right people, like Sarah Sanders in sales, things start to happen fast.

“Our aim was to create a truly entertaining piece of content where five minutes would fly by and when it’s done the viewer is left asking themselves was that just a film about IT,” said Matt Edwards, creative director, GS&P.

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Client: HP

Title of Creative Work: Chain Reaction

Chief Marketing Officer of HP: Vikrant Batra

Global Head of Marketing, Personal Systems: Cristina Bondolowski

Global Head of Commercial Marketing, Personal Systems: Lance Hill

Global Marketing Director: Nikki Carmel

Global Commercial Marketing, Services: Erin O’Connell

Global Marketing Lead: Scott Whisenhunt

Security Program Manager: Brian Wertz

Product Engineer: Brian Krusinski


Ad Agency: Goodby Silverstein & Partners

Co-Chairman and Co-Founder: Rich Silverstein

Creative Directors: Matt Edwards and Wes Phelan

Copywriters: Kate Cullen and Chris Ford

Art Directors: Malika Reid and Stefan Copiz

Director of Broadcast Production: Leila Gage

Executive Producer: Stephanie DeNatale

Broadcast Producer: Rachel Saxon

Account Services

Managing Partner: Leslie Barrett

Account Director: Melissa Buck

Account Manager: Jackie Russell

Assistant Account Manager: Vivian Cheng

Brand and Communication Strategy

Head of Brand Strategy: Bonnie Wan

Group Communication Strategy Director: Dong Kim

Group Strategy Director: Kelly Evans-Pfeifer

Strategy Director: Cassidy Wilber

Senior Brand Strategist: Marisa Perazzelli

Senior Communications Strategist: Matt Hudgins

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Coordinator and Traffic Manager: Howie Mapson

Business Affairs Manager: Kristian Evanculla


Production Company: Biscuit Filmworks

Director: Christopher Riggert

Partner/Managing Director: Shawn Lacy

Executive Producer: Jeff McDougall

Producer: Claire Thompson

Head of Production: Rachel Glaub and Sean Moody

Director of Photography: Rodrigo Prieto

Production Designer: Clement Price Thomas

Service Production

Service Production Company: Labhouse

Managing Director: Flora Fernandez Marengo

Executive Producer: Soledad Bottaro

Producer: Nicolas Abelovich

Production Manager: Ezequiel Galvinis

1st local AD: Andy Chenault

Art Director: Charly Carnota

Costume Designer: Abril Bellati and Ariel Gurruchaga

Gaffer: Juan Pablo Redolfi


Editorial Company: EXILE

Editor: Grant Surmi

Asst. Editor: Dusten Zimmerman and Zaldy Lopez

Executive Producer: CL Kumpata

Head of Production: Jennifer Locke

Producer: Kristina Thoegersen

Telecine Company: Company 3

Colourist: Tom Poole

Colour Producer: Alexandra Lubrano


VFX Company: Kevin

Executive Creative Director, Partner: Tim Davies

Senior Executive Producer, Partner: Sue Troyan

Head of CG: Mike Dalzell

Senior VFX Producer: Jami Schakel

2D: Robert Murdock, Steve Gibbons and Susanne Scharping

CG: Carl Harders, Matt Longwell, Greg Gutkin and Bryan Repka

Design: Miguel Delcan

Music and Sound

Music, Sound Design and Mix Company: Squeak E Clean Studios

Creative Director: Justin Hori

Sound Design and Final Mix: Drew Fischer

Score: Squeak E Clean Studios

Composers: Matthew Compton, Drew Fischer, Rob Barbato, Julie Nichols, Lydia Davies and Justin Hori

Director of Business Development: Christina Carlo

Executive Producer: Amanda Patterson

Categories: Computers, Consumer Electronics

Goodby Silverstein & Partners, Wed, 25 Nov 2020 15:03:40 GMT