Embracing the
MOBILITY of the gen z lifestyle

PHOTOGRAPHY DIRECTION
WARDROBE DIRECTION
CASTING DIRECTION
LOCATION DIRECTION

challenge

HP creates a variety of computing technology that makes life better for everyone, everywhere. To support the “Keep It Human” back-to-shcool campaign, a global photo library needed to be created to highlight the flexibility and portable nature of the product line.

approach

As the first digital dependents, Gen Zers see computers as a useful part of their daily lives. To keep it human, the library needed to be real, raw, and authentic while feeling warm plus inviting. Natural lighting with moments that feel bright, feel rich. Casual daywear that had a strong sartorial point-of-view. Natural beauties with raw confidence to create anti-commercial moments.