HP Celebrates Human Hands in This Ad for Its Wild New 3-D Touch Computer

Sprout blends virtual and physical

We rely on our hands to get us through our various daily projects, whether it's typing on a computer, creating works of art or instructing others to follow a plan. Now, HP wants us to use the power of our paws in the digital space.

HP's Sprout is a new immersive computing platform that scans and senses objects in proximity of the device to allow people to create in real-time 3-D. In simpler words, you can put things directly on the touch mat and, thanks to a projector above, wave your hands around to virtually mold the design you want on the screen. As the ad shows, that includes spilling coffee beans on the flat surface to get that effortlessly strewn artistic look.

Watch the ad below, and then give your hands a pat on the back for all the work they do.


Client: Hewlett-­‐Packard

SVP, PPS WW Marketing: Rob Le Bras-­Brown

VP, PPS WW Marketing, Consumer PC: Vikrant Batra

Communications Director, PPS WW Marketing: Sam Bonamour

Communications Director, PPS WW Marketing: Matt Cowling

Communication Strategy Manager, PPS WW Marketing: Ben Larson

GBS Project Manager: Lisa Budnik

Advanced Innovations Product Manager: Gurdave Ahluwalia

Agency: 180LA

Global CEO: Michael Allen

Chief Creative Officer: William Gelner

Creative Director: Adam Groves

Creative Director: Zac Ryder

Art Director: Thomas Rodgers

Art Director: Karine Grigorian

Copywriter: Ted Kapusta

Copywriter: Christina Semak

Head of Production: Natasha Wellesley

Producer: Christian Busch

Production Coordinator: Danny Nouri

Head of Account Management: Chad Bettor

Associate Account Director: Mike Slatkin

Account Manager: Danielle Tisser

Account Manager: Nicole Stokman

Account Coordinator: Marie Simoni

Head of Planning: Jason Knight

Planning Director: Erica David

Planner: Andrew Zakim

Production Company: Park Pictures

Director: Vincent Haycock

Director of Photography: Mattias Montero

Head of Production: Anne Bobroff

Executive Producer: Jackie Kelman Bisbee

Executive Producer: Mary Ann Marino

Producer: Valerie Romer

Editorial Company: Rock Paper Scissors

Editor: Stewart Reeves

Assistant Editor: Luke McIntosh

Producer: Leah Carnahan

Executive Producer: Dave Sellars

Completion/Special Effects

Online/VFX/Transfer: Method Studios

Senior Flame Artist: Dominik Bauch

Executive Producer: Roberts Owens

Producer: Jennie Burnett

VFX Supervisor: Ben Walsh

Recording Mix

Recording Studio: Eleven

Sound Mixer: Scott Burns

Mixer: Ben Freer

Assistant Mixer: AJ Murillo

Executive Producer: Suzanne Hollingshead

Producer: Dawn Redmann


Original Music by human

Publish date: October 29, 2014 https://stage.adweek.com/creativity/hp-celebrates-human-hands-ad-its-wild-new-3-d-touch-computer-161075/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT