HP | ENVY X360 LAUNCH CAMPAIGN & CONTENT
Redefining the gig economy narrative through raw, unfiltered storytelling.
For today's gig economy warriors, the HP Envy x360 isn't just tech—it's ambition incarnate. Our campaign ditched specs for raw stories, showcasing real hustlers using the Envy x360 to grind harder and dream bigger. The result? A deep connection with our audience that embodied the freelance revolution.
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As the nature of work evolves, HP saw an opportunity to become the patron brand of the modern hustle. The challenge was to craft a narrative that resonated with this dynamic audience, depicting the HP Envy x360 as an essential tool in their arsenal.
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We bypassed tech specs for raw, unfiltered stories that gig workers could see themselves in. Our lens into this world is Alex—a multi-faceted creative whose life as an artist, woodworker, and skateboarder embodies the passion and versatility of the modern hustler.
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By anchoring the narrative in gritty survivor stories like Alex's, we allowed the Envy x360 to transcend product and become a talisman for limitless hustle. Each content piece illuminates how this unified workhorse empowers the daily grind, from ideation to pitching, in any corner of the globe.
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By channeling the hustle's all-out ethos into compelling storytelling, we positioned the Envy x360 as the ultimate instrument for those who defy eras and punch their own timecards. The campaign resonated deeply with the target audience, solidifying the device's status as a must-have tool for the modern worker.
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Go-To-Market Strategy
Audience Research & Insights
Campaign Strategy & Ideation
Product Messaging & Narrative Development
Art Direction & Visual Design
Product Photography
Lifestyle Photography
Digital & Social Media Content
Video Production & Storytelling
Photography Direction
Interactive Feature Design
Performance Analytics & Reporting