HP – Art As a Way to Communicate

Real people. Real stories. HP continues to build its brand around authentic moments and user experiences.

To create these moments for digital assets and beyond, we focused on bringing authentic interactions with the HP brand to life. We sourced creators, makers, and originators that used the HP brand in their day-to-day work and created documentary-style videos that told their stories.

For the HP Envy x360, a 2-in-1 PC aimed at gig workers, we followed a day in the life of Alex — a freelance graphic designer, photographer, producer, and VIP event planner. In his free time, he's a painter, a woodworker, and a skater. But at his core, he sees himself as an artist and uses that as a motivation to keep himself going when self-doubt creeps in. And that nugget of universal human truth was what we used as the center of our story.

These were all things we discovered in our prep time with Alex. That time also included making sure he was comfortable and in his element so the story rang true. We punctuated the narrative with creative camera movements, textural b-roll, voice over, and an audio track balanced with music and environmental sounds for a documentary feel.

The result: A typical, yet unpredictable, day of graphic designing, woodworking, skateboarding, and side hustling with the versatile, powerful, ever-so capable HP Envy x360 at every turn.