HP Hands: “Fergie the Digital Dutchess”


COMMERCIAL
ROLE: Senior Nuke Artist / VFX Compositor
VENDOR: Motion Theory
CLIENT: Hewlett-Packard
AGENCY:  Goodby Silverstein & Partners
DIRECTOR: Mathew Cullen

As the latest in a series of HP commercials based around the clever use of hands, this Fergie spot signified a return to a visual concept that Motion Theory first pioneered for the technology company.

Except this time, the visual parameters could be expanded beyond what had been achieved before – namely, with previous hands spots featuring Mark Burnett (reality-TV based pioneer), Mark Cuban (billionaire Dallas Mavericks owner), and Pharrell Williams (musician/producer).

With Fergie as featured talent, the Black Eyed Peas vocalist brought a whole rhythmic aspect to the spot, opening the door for a more elaborate visual punctuation and sophistication.

My role as Flame Artist was tackling the beauty work on Fergie’s hands and arms, and occasionally her chin. As Nuke artist, I handled the greenscreen extraction and preliminary comp work on the spot’s first half, all the way until Fergie joins the dancers.

An amazing team of After Effects artists handled the expanding laptop and water sequences., which I also aided in compositing.