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Selected work

HP AI PC Global Campaign

HP's first AI PC launch across global brand, retail, and digital.

Role
Senior Marketing Manager, Creative Lead
Brand
HP Consumer PC
Scope
Global Product Launch
Deliverables
Hero Films, Product Films, Social, Digital

The Brief

A new product category nobody asked for. Our job was to make them want it.

People did not know why they needed an AI PC. We put one inside a real creative workflow and showed what it could do. The specs came later.

I led the creative across regional teams, retail partners, and digital channels while the global campaign and product launch moved on the same tight clock.

The Campaign

Simultaneous global campaign and product launch.

The films showed the new category in use before anyone had learned the jargon. Every market started with the same footage and idea, then shaped it for launch.

HP AI PC campaign film one
HP AI PC campaign film two
HP AI PC campaign film three

The Product

Give the machine its own moment.

The product films did a different job. They put the hardware, design, and AI features on stage without repeating the campaign.

HP AI PC hero product film
Global HP AI PC product campaign film

What we shipped

  1. One clear idea connected global brand, retail, and digital work for HP's first AI PC.

  2. Campaign films introduced the category. Product films put the hardware in focus.

  3. The launch led with creative use, then backed it up with features.

Collaborators