The document proposes a music video-style treatment to introduce the HP AMP product. It describes filming the product reveal in a studio using lighting and camera techniques synced to upbeat music. The edit would cut between glimpses of the product's design elements and interface icons animating to the beat. It aims to build intrigue before introducing the HP AMP and demonstrating its key features of listening to music, making calls, charging devices, and printing wirelessly.

1. HP AMP - Product Video Treatment
Reinvent Expectation: Sound and Color
Prepared by Jonathan Higley (Director)

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Hello audio. Let’s give the HP AMP the music video treatment.
THE CONCEPT

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From black, cue music: crisp,
bright percussion and lively chords
interplay with deep bass.
Each beat teases hints of the
exterior design of the HP AMP.
A peek at it’s elevated mesh
speaker, a flash of the front
control panel - elements typically
associated with an audio system.
Listen Up: Music to your Ears
These mysterious product reveal
shots will be filmed in a controlled
studio environment with lighting
movement techniques.
The edit is cut to the beat of the
music.
Technical Execution
“Something new is coming
from HP...”

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Synced edit style continue onto the
UI elements: the power button, the
blue wifi icon and many others will
glow and dance to the music.
Let’s see that Bluetooth icon...now
the volume and call buttons. This
has got to be a phone or speaker
system, right?
A musical and sound effect cue
will accompany a blinking of the UI
icon ‘X’.
Quick edits cut to the exterior shell
of the printer ink icon. The ink bars
will rise and fill. Then, the paper
icon will appear and then ends
with its exclamation point flashing!
Still Listening...Prelude to Print
Sound that fills your space
Stream Music via Bluetooth
Titles (Optional)
“...and it’s far more than
music to your ears...”

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Music and sound effects of records
quickly slowing down will be
timed to extremely colorful paint
explosions in frame.
This shot will be filmed in a
controlled studio environment on a
camera with high resolution, an ultra
sharp lens and at an extremely high
frame rate.
Transition to Print
Shot Execution

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Fully out of the dark and abstract,
you’re privy to something new —
introducing the HP AMP: the ultra-
compact, all-in-one high-quality
print and Bluetooth audio system
from Hewlett Packard.
Introducing the HP AMP
Ultra Compact
Titles + Superimposed GFX

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An HP EliteX3 is now in frame
with the current music current
streaming to the HP AMP.
Showcase all key features of the
HP Smart App integration. Title
overlays accompany.
Print anything via the HP
Smart App
Scan with Your Camera
Monitor + Order Ink
Charge Your Device
Power of the Printer in the Palm
of Your Hand
For the HP Smart App demonstration
section, we will shoot each screen
in studio with the HP AMP and
its feature being discussed in
background.
Technical Execution
Titles + Superimposed GFX

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Narration sums up everything
we’ve experienced.
Listen. Talk. Charge. Print.
Titles + Superimposed GFX
“Introducing the HP
AMP: Listen. Talk.
Charge. Print.”
“Well that was
unexpected.”
Meet Unexpected
Listen. Talk. Charge. Print.
Fine print: disclaimers and
legal if necessary.

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Up from black — Extreme detailed shots of the HP AMP fade in and out of view.
TITLE: Sound that fills your space
DETAIL: Speaker Mesh and floating speaker design.
TITLE: Stream Music via Bluetooth
DETAIL: Front panel - audio controls
UI touchscreen lights illuminate and disappear to the beat of the music:
Power, wifi, information symbol.
DETAIL: HP badge. X icon appears and blinks rapidly. ICON: Ink cartridge indicator. Each
pod of the interior of its container fills to top.
The ink icon appears and finally the paper with exclamation icon!
3 explosions ink rainbow in frame. These will be cut to each spin-down.
TITLE: HP AMP
Reveal the HP AMP in full. It’s in action with paper fully loaded.
Now an HP Elite X3 is in frame. HP Smart app is open.
TITLE: Print anything via the HP Smart App
HP AMP is in background.
TITLE: Scan with Your Camera
A phone scans the ink splattered surface.
TITLE: Monitor + Order Ink
TITLE: Charge your device.
DETAIL: USB charging port
TITLE: Ultra-Compact
ANIMATION: Measurement numbers are paired with line / ruler hash markings
DETAIL: Front facing HP AMP
As the music We flip flop the colors models, show details and increase the flipping.
Finally reveal both colors of the HP AMP side by side.
LARGE HEADLINE TEXT: Meet Unexpected or That’s Unexpected
SUBHEADER (animating in one word at a time): Listen. Talk. Charge. Print.
SMALL PRINT (BOTTOM, CENTERED): Disclaimers / Legal if Necessary
Music: Futuristic. Minimal. Groovy.
NARRATOR [sound on film (SOF)]: Something new is coming from HP.
NARRATOR [SOF]: ...and it’s far more than music to your ears...
Music stops. SFX: 3 impacts - each sound like a wind-down from a turntable.
Music finishes strong.
NARRATOR [SOF] (Cinematic): Introducing the HP AMP: Listen. Talk. Charge. Print.
NARRATOR[SOF] (Whimsical): Well that was unexpected.
VISION AUDIO
Script

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Stream Music via Bluetooth
Print anything
via the HP Smart App
Ut et congue nulla. Nunc id ornare nibh. Suspendisse at nisi sed purus congue elementum non non quam. Nam sagittis
sed nibh in porttitor. Maecenas fringilla, odio ac porta eleifend, diam felis porttitor nisi, at aliquam feisl mauris.
Charge your Device
Monitor + Order InkScan with Your Camera
HP AMP
Listen. Talk. Charge. Print.
Meet Unexpected
Sound that fills your space
Ultra Compact
12”
Style Frames

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This 60-second product introduction will be filmed
in a controlled studio environment. Lighting and
camera movements along side modern music
and editing techniques will be used to achieve the
exciting look outlined within this document.
A narration will be throughout. There will be
minimal on-screen motion graphics -- most of
which a mix of type and iconography.
PRODUCTION EXECUTION & LOCATION

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Typography + Design Elements
Color + Look
Sound + Music
Clean. Modern. Thin, crisp and technical.
Vibrant illuminated light in
infinite darkness. Blues and
reds.
Product will be neutral and
true to color.
Music is the foundation for this video. It will be futuristic, yet melodic and
moving. Since this is a technical and provocative video the music should
have a hint of heft and darkness. The interplay between shadow and light.
90 Audio Score Preview: http://bit.ly/JH-HPAMP60
Sound effects and design will be crisp to represent the high definition
capabilities of the HP AMP.
Our narrator (which is optional) will be young, clear-spoken, and with neutral
accent.