HP > reinvent mindsets

THE ALL-AMERICAN FAMILY PORTRAIT: When HP wanted to explore today’s modern family, we devised a social experiment with a simple premise: what does an ‘all-American’ family look like in 2018?  To find out, we recruited a diverse group of Americans and asked them to create a family portrait. We discovered there’s still a big difference between the picture many of us have of the typical American family and the reality of American families today. But this story does something more. In the age of digital media, it reminds us of the beauty of a printed picture and the amazing performance of HP printers. As the Creative Director on the project, I developed the concept with my art partner, wrote the script, collaborated with director Annie Saunders, and casted real families from across the country.

SOCIAL film

audience engagement

case study

PRESS

ADWEEK: What Does an ‘All-American Family’ Look Like? HP Created a Challenge to Show the New Reality / AdAge Creativity: HP Rearranges Relatives to Make a Point About the “All-American” Family / Atlanta Journal-Constitution: Majority of Americans Still View the “All-American” Family as Straight, White and with Children The Drum: Ads We Like: HP gives an exercise in what makes up a ‘typical’ American family / The Drum: HP INC: ALL-AMERICAN FAMILY BY EDELMAN / TG Daily, Robert Enderle: HP Moves To Change The False Perception Of Diversity   / MarketingDive, Erica Sweeney: HP exposes bias around the 'all-American family' with social experiment / MediaPost: Is The All-American Family White, Heterosexual With Kids? / Marketing Industry News: Ads We Like: HP gives an exercise in what makes up a ‘typical’ American family