Z by HP, a high-performance workstation brand under HP, faced challenges with its digital presence because of the brand’s vast product portfolio and diverse audiences. Although well-loved by those familiar, overall brand awareness was low.

When it comes to launching a new product, how do you prove your machine is the fastest on the market? We developed a plan to tease, launch and amplify Z by HP’s fastest workstation yet without relying on tech specs.

The campaign’s hero video used a splashy stunt to prove the speed of the Z8 Fury. In the timespan it takes for a skydiver to descend 14,000 feet (roughly :30), the Z8 Fury rendered a VFX scene that would typically take 5 minutes to render. The stunt was just the beginning. The supporting digital campaign focused on contextualizing the workstation’s speed and performance.