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In a world dominated by cold and robotic tech, HP aims to keep it human. 

HP is a globally successful PC company, but with that said, they’re still such a “dad” brand (hey, no knock to any dads out there reading this). They came to us asking for help on how to rebrand themselves for their Gen Z target so that’s what we did. We added some color, brought a younger, fresher cast, and built a more stylized world for them to live in. The idea was to humanize the brand and allow them to picture how HP can be a part of their everyday lives. After 2.5 weeks in Mexico City (and what feels like a lifetime in post), we created: 207 unique films, 7200 still images (36 of which had post/color work done), 42 unique social assets (we were bid for 9), 60 banners, 7 animated banners, several key visuals, and 3 campaign landing pages. It was a trip.

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Brand: HP
Agency: FRED & FARID Los Angeles
Creative Director: Chelsea Steiger
Art Directors: Jocelyn Lam, Laura Beck
Writer: Hilary Smith
Producer: Esther Perls

Production: Reset / The Lift
Director: Adam Hashemi
DOP: Monika Lenczewska
Editor: Zoe Mougin
Colourist: Daniel DeVue
Photographer: Mayan Toledano

Awards:
AICP Post Awards / Shortlist / Color Grading Under :60 - HP “Keep It Human” Campaign
Webby Honoree - HP “Keep It Human” Campaign







   






I even somehow made a cameo in one of the edits and not to get ahead of myself but... for all acting and modeling inquires please email jocelynlam96@gmail.com ;)