HP Product Films

For three years, I led the W+K Motion team in a close partnership with HP to rethink what a product demo could be. What began as a single launch grew into a body of work and a flexible visual system, one that made the hardware feel considered, distinctive, and unmistakably HP.

Brief

Most product demos explain what a device does, focusing almost entirely on its features. Far fewer make you curious about it.

HP needed to communicate detailed product information without falling into the familiar heavy-tech aesthetic: macro shots of processors, generic beauty shots, and narrated specifications. The films still had to be clear and useful, but they also needed to hold your attention and feel distinct in a crowded category.

Approach

Drawing from Rothko, brutalist graphic traditions, and the geometry of the products themselves, we developed a restrained visual language that could flex across devices without losing its identity.

Every composition needed to showcase the hardware clearly while still feeling artful, intentional, and alive. Additionally, we created guidelines and tools that allowed HP’s internal teams to continue extending the visual language beyond our original films.

Role

I led both the creative motion direction and motion production, working closely with HP Industrial Design, HP Brand, the in-house W+K Creative Teams, W+K Motion, W+K Studio, and JOINT post production.

That meant directing the motion team shot by shot while also owning the schedules, budgets, billing, resourcing, and coordination across every team involved. Holding both sides of the process allowed me to keep the creative ambition and production realities aligned from the initial brief through final delivery.

Stills

A three-year collaboration that raised the creative bar for HP product storytelling.

The work grew beyond a series of individual launches. It became a scalable framework that gave HP a more distinctive way to present its products and a foundation its teams could continue building on.