Selected work
Human-Centered Product Stories
Films and photography for HP products, built around people before specifications.
The Brief
Less specs. More soul.
Technology campaigns usually lead with numbers. Across laptops, gaming, and creative tools, we started with the life around the product.
I led a repeatable approach across HP's consumer portfolio: start with a person, show the need, then bring in the product when it helps.
The Films
The person gets the first frame.
Each film opened on a person, place, or creative problem. The product entered when it became useful.
The Photography
The stills had to belong to the same world.
We shot the stills beside the films, in the same places and light. Nothing felt pasted on later.
What lasted
The approach carried across laptops, gaming, and creative tools.
Film and photography were planned together and released as one body of work.
The rule stayed simple: open on the person. Bring in the product when it helps.
Collaborators
- PhotographyJeff Vallee (opens in a new tab)
- PhotographyMartin Köhler (opens in a new tab)
- Direction, B&OThorbjorn Ingason (opens in a new tab)
- Creative Direction, HPFlorencia Lopez (opens in a new tab)
- Creative Direction, Thunderlab ProductionsLauren Stegmeyer (opens in a new tab)