Selected work
HP Spectre x360 / AI PC
A technology campaign placing the HP Spectre x360 inside Mitchell's real photography workflow rather than isolating the device from the work.
- Client
- HP × Intel
- Project
- HP Spectre x360 / AI PC
- Year
- 2024
- Category
- Technology · creator campaign
- Agency / partner
- Amplify
01 / Brief
What the project needed
Show how the HP Spectre x360 fits into Mitchell's working life as a photographer, from weather checks and planning through to making the photograph.
02 / Creative approach
How Mitchell approached it
The short-form film placed the laptop inside the actual photography process, using Mitchell's field workflow as the story instead of presenting the device as a standalone product demonstration.
03 / Deliverables
What was made
Short-form campaign video
Platform delivery for the HP AI PC campaign
04 / Outcome
What happened
HP and Intel approved the final asset for launch. Amplify subsequently thanked Mitchell for being easy to work with through a campaign that required multiple rounds of approval.