The complications of everyday life whimsically simplify in “It Consolidates,” a 30-second HP spot that communicates the power of the company’s newest enterprise server. Motion Theory integrated live-action and animation techniques to meld art and film, creating a unique style that illustrates the message in myriad everyday situations. Over the course of the spot, a tangle of freeways becomes a unified highway, a messy cubicle cleans itself, a chaotic office folds into its most organized form and more. The runaway consolidation ends in the server room, where the HP enterprise server tames an unruly tangle of server wires. Illustration infuses the spot with a lighthearted tone, giving the sense that the consolidating power of the HP server extends well beyond everyday technology and brings business chaos under control.

Using a commercial vehicle to show people all the ways they can “play” with their product.
From the brand point of view, real visual vocabulary. Very fluid.