The Ask
HP needed refreshed lifestyle photography for the HP Smart Tank to support its marketing ecosystem. Our team concepted and art directed a seven-scene photoshoot that brought the product into real family moments, designed to build emotional connection and drive purchase consideration.
The Solution
We anchored the creative around modern family life, positioning the HP Smart Tank as a reliable, everyday workhorse rather than just a printer. By placing the product in authentic moments like homework time, creative projects, and household organization, the imagery highlighted its practicality, efficiency, and long-term value. The result reframed the Smart Tank as an essential tool that supports the pace and needs of a busy household, making its benefits feel immediately relatable and purchase-worthy.
The Deliverables
• 64 Images
• 7 Social Videos
• 7 Social Videos
Creative Director: John Menefee
Copywriter: Bryan Simkin
Art Director: Mackenzie Rollins
Copywriter: Bryan Simkin
Art Director: Mackenzie Rollins
