Selected work
Global Freelancer Campaign
Real freelancer stories, built into a global HP campaign across film, photography, social, and digital.
The Brief
Let freelancers tell their own stories. Then get out of the way.
The gig economy was full of stock photos and startup cliches. The people we met had better stories, so the campaign started with them, not a product script.
I led the creative across film and photography, then helped carry the work into social, digital, influencer activations, and press events around the world. The campaign was one part of HP's multibillion-dollar consumer PC business.
What came out of it
We built one body of work for film, photography, social, influencers, and press.
Each market could use the same campaign without sanding away the people inside it.
Regional teams adapted the work without losing the original story.
From Camera to Customer
The story held up wherever it ran.
We cut the same material for film, photography, social, influencers, and press. The rule stayed simple: people first. The product appeared only when it belonged.
Collaborators
- PhotographyJeff Vallee (opens in a new tab)
- PhotographyMartin Köhler (opens in a new tab)
- PhotographyAndrea Behrends (opens in a new tab)
- Creative Direction, HPFlorencia Lopez (opens in a new tab)
- Creative Direction, Thunderlab ProductionsLauren Stegmeyer (opens in a new tab)
- Head of Premium PC, HPCathleen Gentry Schroeder (opens in a new tab)