hp+

Wieden+Kennedy was entrusted with forging HP's brand platform for smart printing and orchestrating the launch campaign for hp+; an unprecedented self-managed smart system that conquers all printing quandaries. Taking charge of this endeavor, I led the design team in crafting an extraordinary vision. To showcase the brilliance of hp+, we commissioned a set of 3D characters symbolizing the "+" sign, each accentuating distinct product features. These characters thrived in diverse environments, dynamically portraying activities linked to their respective attributes. From this captivating narrative, we orchestrated a spellbinding TV spot, which we deftly adapted for out-of-home and other static channels. This campaign was specifically tailored for the discerning European market and meticulously translated into six languages. We left no stone unturned, meticulously adapting the final deliverables to encompass an array of formats, ranging from single-page and double-page spread prints to extreme horizontal and vertical out-of-homes, web banners, and social media presentations. Our photographic approach, inspired by the iconic "+," featured a strategic grid system overlaying the backgrounds, seamlessly unifying the environments. The "+ grid" not only symbolized the essence of our campaign but also served as a nod to traditional crop marks in printing. Embracing the challenge with resolve, I collaborated closely with the creative team, commissioning and guiding the immensely talented 3D artist, who crafted the immersive environments. Additionally, I actively engaged the 3D studio behind the captivating characters, ensuring their seamless integration into our campaign vision. As the campaign reached its zenith, the final toolkit materialized, a testament to our dedication and expertise. We compiled a comprehensive campaign guideline, laying bare the blueprint for success. Our mastery extended beyond the creative realm, as we deftly handed the torch to another agency for production, leaving a lasting imprint on the future of smart printing with hp+. Client: hp Agency: Wieden+Kennedy Role: Design Lead