Stories of Reinvention
HP Spectre Folio
HP had a problem: nobody thought they needed a PC anymore. Phones and tablets were good enough. But there was a group of people who couldn't work without them. Creators who needed power, adaptability, and tools that could keep up with how fast they move. We needed to show that the PC wasn't dead - it had reinvented itself for a new generation.
What Is Reinvention?
We started by asking the question directly. The anthem film brought together five creators - musicians, designers, artists - each sharing what reinvention means to them. The answer: it's not a moment. It's constant. It's how you survive. Creative direction across the campaign, working with each creator to document their process and show why adaptability isn't optional.
Chloe x Halle's Evolution
Two sisters who went from posting YouTube covers to getting signed by Beyoncé. They're constantly on the road, creating in stadiums, hotel rooms, wherever they are. "We're changing, we're reinventing ourselves every day." Their story showed reinvention as continuous growth - small changes that build into something bigger.
Felipe Pantone's Disruption
A visual artist who uses technology to create art that shouldn't be possible. He breaks tools to make them do things they weren't designed for. "It's important to break rules in order to reinvent yourself."
Pantone's piece explored reinvention as controlled chaos - destroying the old to build something new.
Alexander Wang's Material Innovation
The campaign launched YouTube Music as a credible player in streaming, with 82MM installs and 42% unaided awareness as a premium music service. More importantly, it showed that leading with cultural authenticity and a real product difference could break through in a crowded market.
The Product Truth
After showing why adaptability matters, we showed how the HP Spectre delivered it: all-day battery, LTE connectivity, convertible modes, premium build. With product photography that felt like an extension of the creator stories - showing the tool that enables all of this.