THE PROJECT
HP Envy x360
Freelancer Campaign
Real people. Real places. Real stories. These are the building blocks at the core of HP’s brand spirit. Over the past 3 years, we’ve been helping them bring those stories to life through beautiful lifestyle photography. We’ve captured editorial-style imagery of artists, technologists, and change-makers using their HP devices in remarkable ways. And at the onset of every new opportunity, we’ve had the desire to go deeper. To express and amplify these narratives beyond the static frame and bring these powerful stories to life on film.
And this 360º marketing campaign for the launch of the latest HP Envy x360 enabled us to do just that.
THE SCOPE
360º Launch
Our team worked on the full campaign asset ecosystem for the product launch which included everything from product strategy and messaging to the final asset toolkit. I focused most of my efforts on the creative production deliverables — lifestyle photos, videos, and social content.
THE AUDIENCE | THE TALENT
Freelancer Flow
We began our casting call looking for Millennial and Gen Z freelancers who were using their laptops to work on their own terms; where they want, when they want.
And we found just that in Alex. He’s a graphic designer, a photographer, a producer, and a VIP event planner. In his free time he's a painter, a woodworker, and a skater. He thrives on the freedom to go wherever life takes him, and to fit work in between the moments that matter. The only constant for Alex is his laptop and the flexibility it provides him to create without limitation and power through his day.
VIDEO PRE-PRODUCTION
Plan. Capture. Create. Deliver.
We pieced together a robust creative puzzle in order to deliver six unique storylines across 34 video deliverables. Our planning included storyboarding important moments, interviews with talent, and creating a shot list that captured product features, narrative threads, and textural b-roll.
The plan led to a full day of video production, and eventually to a VO session where we captured audio of Alex used to narrate each video in his own voice.
2MIN NARRATIVE VIDEO
Art as a Way to Communicate
Each of us has a unique story—individual passions, daily challenges, and dreams for our future—it’s what makes us human.
We wanted to highlight that story for Alex, to find the beauty in the vignettes of his life, including how his HP Envy x360 authentically fits into his every day. Below is the 2-minute spot, one of many videos we put together with Alex and his HP Envy x360.
SOCIAL CUTS
File > Export As
In addition to the aspirational narrative spot, we built countless social edits. These shorter snackable videos are more focused on product features, with each focused on a key selling point. And after we built all six narratives, it was time to version them countless ways. :06s, :15s, :30s. Various co-brands and A+B tests. Content for posts, reels, and pre-rolls. 16:9 and 9:16. Check out a few of them below.
LIFESTLYE PHOTOS
A Full Freelancer Library
Beyond the videos, we shot and delivered a library of images that can be used across any number of assets from retail and OOH to digital and social. We captured photos of our hero talent Alex and his HP Envy x360, as well as a number of other people with their devices. We shot a total of 7 new HP products (laptops, desktops, and x360 2-in-1s), each with its own individual story, and delivered over 60 final images.