SIMBA Latex R530 Printer
HP
The SIMBA Latex R530 Printer gave us a vibrant window into the world of printing. With a wide range of expansive formats, materials and precision, this printer can transport us to a kaleidoscope of immersive worlds. All we had to do was harness that gravitas and bring each world to life. Every world coming out of the SIMBA was extruded, expanded and interpolated into lush backgrounds that rolled out the red carpet for HP’s latest printer.
OVERVIEW
There are two major components that made this particular spot special. The first thing was an elite and sophisticated depiction of the R530 and its precision. The second thing we focused on were the worlds that come out of the printer. Each world was designed to be distinct and vivid and yet when seen together, every world becomes part of a unified vision and looks like they all belong in the same set of amazing works. From night-deserts, Escher-esque structures, outer space wonders and surrealist spaces, each world provided a new vision of where the SIMBA can take you.
PRINTING VIBRANT WORLDS
How do you convey elite performance? Precise cad models, great lighting and shaders are just the starting point, but our solution to that question needs soul. The craftsmanship comes in the story and the presence of the printer. It stands in wide and vast landscapes, unparalleled, elemental and dominant—it stands as one of a kind. This conveys that SIMBA is in a world of its own.
SIMBA is a marvel of precision engineering. It is satisfying to explore this technology as a landscape within itself. Each piece has a part to play in its overall design, and exploding that view gives us an exciting understanding of the SIMBA R530. Put together, we can see this device is more than the sum of its parts, and we are free to explore this printer piece by piece.
How do you convey elite performance? Precise cad models, great lighting and shaders are just the starting point, but our solution to that question needs soul. The craftsmanship comes in the story and the presence of the printer. It stands in wide and vast landscapes, unparalleled, elemental and dominant—it stands as one of a kind. This conveys that SIMBA is in a world of its own.
SIMBA is a marvel of precision engineering. It is satisfying to explore this technology as a landscape within itself. Each piece has a part to play in its overall design, and exploding that view gives us an exciting understanding of the SIMBA R530. Put together, we can see this device is more than the sum of its parts, and we are free to explore this printer piece by piece.
We knew we wanted to capture a vast range of visual styles, environments and moods. The most exciting part of our format is how we seamlessly travel between these diverse printed worlds. When we come out the other side, the entire scene is immersed with expansive landscapes and color. The common thread between these worlds is a vivid and evocative mood that is calm, precise and packed with elegance.
VFX PROCESS
From desert to tundra, outer space to rippling grass our VFX scenes are packed with details and procedural elements. Lush grass, ice covered rocks, smooth sand, clear water—the common goal with all these elements is to give a satisfying material experience in each landscape. Each element has to be something that the eyes can see, but the hand also feels. We use a wide range of procedural processes to deliver a world fully populated with texture.
We don’t get anything perfect the first time. The true test of our process is our ability to rough in a scene and revise to a final polished image with client input. Here we can see our first expression of the brief. We place just enough in the scene to make clear the mood and feeling of the shot. From there we add more specific and eye catching details to pull the shot into a unique and sophisticated landscape.
To have complete control over each printed world we also had to build the printed work itself. This meant we needed to build full 3D scenes but then also render them as if they were intended to be finished printed works. This made it easier to dive into one print and out of the other. These printed works were a crucial design component as it gave us opportunities to cut in close and still have the frame filled with vibrant color.
From desert to tundra, outer space to rippling grass our VFX scenes are packed with details and procedural elements. Lush grass, ice covered rocks, smooth sand, clear water—the common goal with all these elements is to give a satisfying material experience in each landscape. Each element has to be something that the eyes can see, but the hand also feels. We use a wide range of procedural processes to deliver a world fully populated with texture. We don’t get anything perfect the first time. The true test of our process is our ability to rough in a scene and revise to a final polished image with client input. Here we can see our first expression of the brief. We place just enough in the scene to make clear the mood and feeling of the shot. From there we add more specific and eye catching details to pull the shot into a unique and sophisticated landscape.
To have complete control over each printed world we also had to build the printed work itself. This meant we needed to build full 3D scenes but then also render them as if they were intended to be finished printed works. This made it easier to dive into one print and out of the other. These printed works were a crucial design component as it gave us opportunities to cut in close and still have the frame filled with vibrant color.
OUTRO
HP’s SIMBA R530 was a fantastic opportunity for us to explore a wide range of landscapes within one spot. We loved filling out each world with detail that evokes a calm, effortless and precise mood. A project like this must do more than convey, it must pull the viewer into its world.
All content © 2025 by MAKE, LLC and respective copyright owners.