It's a Trip!
2018
It's a Trip!
2018
It's a Trip!
2018
Deliverables:
Lifestyle Photography Direction
Video Direction
Exploded 3D Visual Direction
Scripting
Some of the most important creative decisions happen before the camera turns on. For HP's education, SMB, and premium AI PC campaigns, I owned the creative direction from concept through delivery — scripting, storyboarding, directing shoots, and shaping the visual language that defined how these products were introduced to the world.
The work spanned multiple formats and audiences: video content for BETT and HP Imagine showcasing education and SMB products, lifestyle photography campaigns for HP's first premium next-gen AI PC, and premium exploded-view visuals that reframed serviceability as a selling point rather than a spec sheet detail. In each case the challenge was the same — take something technical and make it feel worth caring about.
On the production side, I was involved at every stage: scouting talent, securing locations, managing shoots in person and remotely, and partnering with external agencies to ensure the final work held together from brief to screen.
Lifestyle photography (AI PC)
Creative direction for the lifestyle campaign launching HP's first premium next-gen AI PC. I shaped the visual storytelling approach, directed feedback with external agency partners, and retouched final selects for commercial use.
Exploded-view visuals
Art directed premium exploded-view renders that repositioned HP's serviceability story as a market-facing advantage, making an internal engineering strength visible and compelling to commercial audiences.
Video direction (BETT / HP Imagine)
Scripted, storyboarded, and directed video content for HP's education and SMB showcases, translating hardware capabilities into benefit-driven stories for teachers, IT buyers, and small business owners.
On set directing the education campaign shoot.
