HP technology underpins the work of visual artists everywhere.

But the brand isn’t as well known for this. To shift perceptions, we brought something new to the world’s most prestigious film festival: the HP Virtual Reality Artist-in-Residence programme.

In HP Studio at the heart of Cannes, our artist used HP tech to create pieces inspired by the festival. Immersive VR worlds powered by HP machines, sketches on HP tablets, large pieces printed with HP printers.

We also offered guided VR art experiences. This was something unique at the festival – a chance for delegates to create something in VR themselves, and understand its creative potential first-hand.