Stories of Reinvention

HP

Stories of Reinvention

Approach

We defined and partnered with the most aspirational creatives pushing global culture forward, co-creating personal stories of their reinvention. We disrupted the launch experience with a live-streaming physical launch event in NYC.

Challenge

HP has boldly reinvented the pc. How do we help them take it to market with a bold new approach? How do we transcend the pc category – and make a larger impact on culture?

Solution

We delivered an end to end campaign, from communications through launch. New creative in the market, and strategic partnership with cultural leaders Alexander Wang, Nigo, Chloe x Halle, and Errolson Hugh to jumpstart hundreds of reinvention stories around the world.

We delivered an end to end campaign, from communications through launch. New creative in the market, and… strategic partnership with cultural leaders Alexander Wang, Nigo, Chloe x Halle, and Errolson Hugh to jumpstart hundreds of reinvention stories around the world.

Close up of HP tablet in use with folding built in folding stand

Close up of HP tablet in use with folding built in folding stand

Erollson Hugh standing in front of vertical blinds

Erollson Hugh standing in front of vertical blinds

Errolson Hugh holding up and looking through a folded HP notebook

Errolson Hugh holding up and looking through a folded HP notebook

Chloe and Halle seated at table drawing with stylus on HP notebook

Chloe and Halle seated at table drawing with stylus on HP notebook

2 women, Chloe and Halle, on stage with lights and balcony behind them

2 women, Chloe and Halle, on stage with lights and balcony behind them

Alexander Wang standing facing camera with window behind him

Alexander Wang standing facing camera with window behind him

Alexander Wang sitting in resaurant smiling using HP laptop

Alexander Wang sitting in resaurant smiling using HP laptop

Close up of Nigo's face while he is at work on computer

Close up of Nigo's face while he is at work on computer

Hp laptop close up at hinge folded at acute angle

Hp laptop close up at hinge folded at acute angle

HP computer keyboard mouse pad and stylus

HP computer keyboard mouse pad and stylus

Two open laptops are placed on mirrored shelves in a brightly lit, gold reflective room with illuminated lines and partially visible text on the walls.

Two open laptops are placed on mirrored shelves in a brightly lit, gold reflective room with illuminated lines and partially visible text on the walls.

A disassembled laptop is laid out in an organized manner, showing the screen, internal components, keyboard, and battery with two hands visible assembling or inspecting parts.

A disassembled laptop is laid out in an organized manner, showing the screen, internal components, keyboard, and battery with two hands visible assembling or inspecting parts.

A laptop and smartphone sit on a table, surrounded by horizontal lines with the word "Watch" above them.

A laptop and smartphone sit on a table, surrounded by horizontal lines with the word "Watch" above them.

A person with a camera on a tripod is taking a photo at the end of a narrow, wood-floored hallway with large black and gray panels on both sides.

A person with a camera on a tripod is taking a photo at the end of a narrow, wood-floored hallway with large black and gray panels on both sides.