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HP: Social Innovation Lab
Agency: Design Kitchen
Role: Associate Creative Director, Copy
CD: Kate “Deets” Shay
ACD Art Directors: Jen Phillips, Ross Fischer
Art Directors: Grant Loving, Dolly Totes, Monica Lo, Rachael Stamps
Copywriters: Sara Iravani, Erik Gonzalez
Running HP’s always-on social business was an experimenter’s dream. Shooting nearly everything in house meant we got to play with some of social’s newest functionality, nerd out in our makeshift “innovation lab,” and learn from everything we produced—so we could do it better the next day.
From socially-driven responses to current events to getting creative with opportunities and technology, these are a few of the special projects we got to pitch, create and refine for HP’s social presence, online and off.
sight of sound
HP’s ENVY Laptop boasted seriously premium sound, thanks to Bang & Olufsen speakers. But how do you tell a sound story on notoriously visual platforms like Instagram and Facebook? With a series of experimental cymatics projects, we were able to visualize soundwaves inhouse—and make this high-end laptop look as luxurious as it sounds.
Inside the Innovation Lab: a look at experimenting with cymatics
Post Copy: Give a gift that sounds as beautiful as it looks #ReinventingGiving #BangOlufsen
Post Copy: Gorgeous design meets audio by Bang & Olufsen—it’s love at first listen #ReinventObsession #BangOlufsen
pokemon go go go
HP asked us to give social relevance to their PowerUp Backpack. Since it would keep your phone charged all day, it was clearly the perfect secret weapon for Pokemon aficionados. So that’s the story we chose to tell—by covering as much Bay Area landscape in pursuit of Pokemon as humanly possible in 24 hours.
Post Copy: What charges your phone up to 10x a day? Our PowerUp backpack. 🙌 #PokemonGO #AllDayEveryDay
tiny attractions
HP’s 4K visuals make for big entertainment. So we brought the “larger than life” vibe to these posts with miniatures, and incorporated 360 video to encourage users to explore even the tiniest 4K details.
Post Copy: 4K Entertainment that's larger than life—and worth another look. Can you spot the tiny film lovers sitting in the tree? #TGIF #HideandSeek
Post Copy: Your fest, your way. Superior sound and 4K visuals take you to the front row. But where’s the Beetle? #Coachella #Hideandseek