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,

We spend over half of our work days doing busy work. A statistic we don’t need to share, because so many of us are already living it - this film was made as an ode to the ‘it hurts so good’ of that fact. Inspired by very true, (very busy), very experienced events, 'The Wrong Kind of Busy' launches HP’s new brand vision for a a better and simpler era of work as they introduce the AI PC, a tool designed to streamline the b.s. and get us back to the work that we were meant to be doing along.

Directed by Salomon Ligthelm (Prettybird), lensed by Kate Arizmendi, and cut by Danielle Sclafani.