Project overview
HP set out to elevate how its products and innovations are communicated across physical and digital environments. The goal was to create an experience framework that brings HP’s technology to life through storytelling, immersive touchpoints and audience-centered design.
My role
Creative Lead: Experience Strategy & Story Direction
I defined the strategic foundation and narrative structure guiding how HP’s experiences are shaped and communicated across channels.
Responsibilities
Strategy
Developed the overarching experience strategy and audience journey.
Defined key themes, narrative pillars and communication principles.
Clarified how HP’s technology and brand values translate into experiential storytelling.
Creative Direction
Led concept development for experience modules and interaction ideas.
Guided designers, writers and motion teams to bring the narrative to life visually and conceptually.
Directed the tone, visual language and conceptual coherence across touchpoints.
Production Direction
Partnered with creative and production teams to ensure consistent execution of the strategy.
Evaluated prototypes, scripts and design outputs for narrative alignment.
Supported stakeholder reviews and cross-functional alignment.
Impact
Established a strategic and creative foundation used across multiple HP experience initiatives.
Provided clarity and alignment for internal teams and external partners.
Strengthened HP’s ability to tell technology-driven stories in engaging, human-centered ways.
Connected HP ambassadors and KOLs to the brand and give better understanding of HP’s sustainability missions.
Connected HP ambassadors and KOLs to the brand and give better understanding of HP’s sustainability missions.
