Creative Campaigns
HP supports a vast portfolio of enterprise technologies spanning devices, services, and security solutions used across industries worldwide.
A huge challenge for them was breaking out of the sea of B2B sameness, and maintaining continuity across multiple overlapping global creative campaigns.
HP needed a campaign frameworks capable of supporting multiple product initiatives, while maintaining brand integrity, consistency, and production efficiency.
The work had to scale without losing the magic.
Supporting an enterprise ecosystem
As the CD on HP's enterprise creative, I developed flexible campaign frameworks designed to support ongoing enterprise storytelling across HP’s enterprise ecosystem. The systems started the same:
1) A big idea campaign concept / hero narrative
2) A distinct visual language for that product, but still rooted in the core brand elements
3) A standardized production framework using shared libraries
4) A central measurement and reporting system to track all campaigns
Visual Identity & Campaign
HP Wolf Security
Cyber-predators are watching you read this ad.
I developed the launch campaign for HP Wolf Security as a cinematic, full-funnel enterprise effort designed to feel unsettling and immersive—like stepping into a dark David Fincher film. Visuals were intentionally voyeuristic, framing subjects from a hacker’s point of view using shadow-heavy lighting, surveillance-style compositions, and controlled color palettes that reinforced tension. While the visuals suggested threat, the messaging projected strength—empowering enterprise buyers with a sense of control and proactive defense. The campaign extended across awareness, engagement, and conversion channels, positioning HP Wolf Security as both watchful and unbreakable.
Key takeaway
The campaign established HP Wolf Security as a distinct voice within the cybersecurity landscape—one that felt authoritative, vigilant, and confident rather than reactive. By combining cinematic tension with empowering messaging, the work created strong visual differentiation across enterprise channels while reinforcing HP’s leadership in proactive endpoint protection.
Photography
Cyber-predator POV
Platform & Campaign
HP Services
Enterprise professional services, at your service.
I led development on the creation of a full-funnel enterprise campaign for HP Services, centered on the expertise behind HP’s professional subscription and security offerings. The work featured interviews with HP CISOs, CTOs, and leaders from HP’s global security teams—translating deep technical capability into accessible, human-centered storytelling. Video content became the core medium, supported by enterprise advertising assets that positioned HP Services as both a strategic partner and an operational force capable of supporting long-term technology transformation.
Visual Identity
As part of the project, I created the visual identity and style guide to maintain consistency with the overall HP global brand.
Key takeaway
The campaign elevated HP Services from a supporting function to a strategic enterprise solution—reinforcing credibility through real leadership voices and demonstrated expertise. By grounding messaging in authentic perspectives from HP’s security leaders, the work strengthened trust among enterprise buyers and reinforced HP’s position as a long-term technology partner.
Impact
Across multiple initiatives, the work helped establish a unified creative presence for HP’s enterprise security and services offerings—balancing cinematic storytelling with technical credibility. From the launch of HP Wolf Security to the ongoing promotion of HP Services, the campaigns strengthened HP’s ability to communicate complex protection and service capabilities with clarity and authority.
By combining visually distinctive creative with leadership-driven messaging, the work improved consistency across full-funnel communications while reinforcing trust among enterprise buyers. More importantly, it demonstrated how storytelling and technical expertise could operate together—positioning HP not just as a technology provider, but as a proactive partner in enterprise security and operational resilience.
Interested in seeing more HP case studies? Please contact me.
