HPE - Total cost of ownership
Brand film
Agency - Synima
Director - Leif Johnson
DOP - Craig Murdoch
Creative Director - Lucien De Vivo
Lead animator - Anna Molnar
Editor - Jay Kellet & Thomas Clark
Sound design - Andrew Chappell
Studio - Ramaz
HPE: Total Cost of Ownership
A film about LTO tapes and why they’re so good for cold, long-term data storage. It was a really fun challenge: bringing 2D animation into a virtual production shoot with a real actor.
The process
Anna created the 2D visuals, and seeing our motion graphics on such a huge LED screen was a real joy. The screen didn’t just provide the backdrop. It also lit the scene and the actor, working alongside the gaffer, who did a fantastic job of bringing extra life to each set-up.
We used physical props, and the comedic tone made it a lot of fun to work on. Leif did a brilliant job of getting the best out of the actor, and we made a great team.
The challenges
We are generally limited in Ramaz studios with the shots we can achieve, so a big one was working around that, which is a fun creative problem to have. Frame rates caused plenty of complications. We learned a lot about avoiding glitches and mismatches between the screen and the camera.
In post, we added extra layers of animation on top to tie the actor into each fictional world.
Takeaway
This is a personal favourite of mine. The way it was executed makes it unique, and it shows what virtual production can do beyond photoreal environments.




