Infinity-Pico was responsible for the comprehensive project management, from the creative concept, storyboarding and rundown proposal, to speaker management, video shoots and production, and platform technical management.

From an audience perspective, the launch’s most ground-breaking aspect was its use of the product itself as a stage. This was startlingly demonstrated when the emcee stepped off her own stage and seamlessly into the laptop’s screen, and subsequently even held conversations with offscreen speakers. The effect was further amplified when the emcee seemingly responded to concerns that the screen was ‘too small’ by enlarging it with a simple hand gesture – an action that also demonstrated the advantages of the HP Spectre x360 14’s size and 3:2 aspect screen.

That and other content showed how an online launch can demonstrate product features while keeping the audience’s attention. For example, to show how to create brushstrokes onscreen using the HP stylus/Creativity Toolkit, a speaker grasped the laptop’s rechargeable ‘HP Tilt’ stylus, setting it off to perform a ‘calligraphy dance’. Designed, directed and pre-shot by Infinity-Pico, the dance ended with the stylus writing out the Chinese word ‘spring’ – a timely greeting for Lunar New Year, one of the most important festivities in Malaysia.

All the contents were effectively selling the laptop, but without the predictable sales-pitch tone or profusion of PowerPoint slides; instead, the audience could actually ‘see’ Spectre’s features from a near first-person perspective. Giveaway activities were also sprinkled throughout the launch to maintain a high level of audience engagement.