For over 80 years, HP has been a pioneering brand at the forefront of democratizing technology that gets us closer to the work we love - from bringing printers into our homes, and home computing into our hands. Now, HP is reimagining the role of AI in our working lives—not as a threat to our jobs, but as a tool to unlock a new era of work that doesn’t have to feel like work. Tap shows what happens when AI clears a path so that we can be fully immersed in that work, and for a product film about AI, well, it’s pretty damn human.

Directed by the incredible Mack Shepp and the folks at Prod Co, with VFX by TBA who got this done on a supernatural timeline.

Alongside the film, we released a suite of imaginative product ‘idents’, each of which brought to life a unique feature of the laptop in collaboration with a 3D artist: GRIF, Yonk, Troye Brown, and Nexus Studios,