HP #BENDTHERULES Campaign
Ghost Wave | Case Study
2015 Clio Silver, Bronze
For big wave surfers, discovering a new location is the equivalent of landing on the moon. HP teamed up with big wave surfer Ian Walsh and gave him the versatile x360 hybrid laptop to help him hunt down "The Ghost Wave."
The First Commercial Made of Vines | Case Study
2015 Cannes Shortlist
2015 One Show Merit
After a Vine infuencer got an insane amount of loops of his x360 video in a day, HP asked us to make a commercial using nothing but Vines. (Remeber Vine?) Fun fact: This is the first commercial I directed.
2015 Cannes Shortlist
2015 One Show Merit
After a Vine infuencer got an insane amount of loops of his x360 video in a day, HP asked us to make a commercial using nothing but Vines. (Remeber Vine?) Fun fact: This is the first commercial I directed.
Tagline: Bend The Rules
When we got the assignment, HP wanted a line that described how the HP x360 worked, but soon after the line was considered a brand tagline because it aligned with the innovative spirit of the brand.
When we got the assignment, HP wanted a line that described how the HP x360 worked, but soon after the line was considered a brand tagline because it aligned with the innovative spirit of the brand.
x360 Commercial
The campaign kicked off with a :30 TV commercial that introduced the x360 and Ian Walsh to the world.
The campaign kicked off with a :30 TV commercial that introduced the x360 and Ian Walsh to the world.
YouTube Channel
A custom YouTube Channel housed all of our content. Visitors could track the progress of Ian's hunt to find the undiscovered wave, see what the social community was posting with #bendtherules, and watch a few more videos of people who were bending the rules with the x360.
A custom YouTube Channel housed all of our content. Visitors could track the progress of Ian's hunt to find the undiscovered wave, see what the social community was posting with #bendtherules, and watch a few more videos of people who were bending the rules with the x360.
Social
By posting with the hashtag #bendtherules, users got their social media handles written on the surfboard that Ian rode on the undiscovered wave, giving everyone who followed the journey the opportunity to ride along. A robot printed the names in real time on the board.
Users social posts were aggregated and graphically represented on the YouTube Channel.
A real time feed from Surfline.com showed the regions of the globe that we were scouting to find the wave. Visitors could "like" an area they thought had potential.
By posting with the hashtag #bendtherules, users got their social media handles written on the surfboard that Ian rode on the undiscovered wave, giving everyone who followed the journey the opportunity to ride along. A robot printed the names in real time on the board.
Users social posts were aggregated and graphically represented on the YouTube Channel.
A real time feed from Surfline.com showed the regions of the globe that we were scouting to find the wave. Visitors could "like" an area they thought had potential.
Branded Content: Ghost Wave
Directed by legendary surf filmaker Taylor Steele, this film documents Ian Walsh’s hunt to find the biggest undiscovered wave in the world. (Spoiler Alert: he found it.)