02

The North Star of my career came memory of an experience I had when I was only 3 years old.

My father came to America to pursue his version of the American dream. He left his war-torn homeland and his family behind. He risked the little he had, to find a path to prosperity, build a better life for himself, and help his family recover from the war.

With less than $100 in his pocket and far fewer words in his English vocabulary, he took on the world. Less than two decades later he celebrated his achievement by purchasing a brand new Mercedes-Benz. That was not just a car, it was a symbol of his success.

It is my mission to help brands become part of the story of peoples’ lives, as Mercedes-Benz became a part of mine.

03

Visual identity

Creative leadership

04

Global brand and product photography

Product marketing

Storytelling

Customer experience

Content marketing

Performance marketing

Omnichannel

Video production

05

Over the course of 4 years, I had the pleasure of working with renowned photographer, Josh Kelly to capture the real hybrid work of HP users in offices, homes, and on the go. This body of work includes thousands of images that represented a turning point for my work and for HP. I shifted the focus of product photography from the device to the user. This humanistic approach evolved into the HP Visual identity that is seen globally as the de facto style of the HP brand.

05

I believe there is nothing stronger or more trustworthy than authenticity. For HP I worked with Josh Kelly and top agencies to find real businesses with people who lived and worked their best hybrid lives. we stopped building sets, and curating wardrobes, and no longer hired models or actors. We traded the illusion of perfection for grit and emotion, as we we documented the work of people on factory floors, in busy airports, on trains, in their backyards, and even on the beach.

SILVER & bronze

2022

Telly Award Winner

05

THe story of the pandemic and its effect on work can be told in many ways. Many people who started new jobs in 2020 and 2021 often did so entirely remotely.

I teamed up with Antonio “tronic” Mcdonald of Kuamp to produce this feature video. Our hero is a early-mid career professional starting his new job. he receives his new hp PC by courier and goes about his day on-boarding.

07

Simplifying content is hard.

That seems counterintuitive, but saying more with less required a new approach to style and design to allow fewer words to do more.

this video ushered in a new global style that elevated product sizzle videos to a new standard that captured attention, and engagement at scale.

07

Just the facts...

Supporting the launch of more than 30 new products per year, across dozens of languages in countries around the world required radical change.

the video on the right has become the most requested marketing and sales asset for new products.

the magic of this asset comes from its inherent simplicity. no jargon. no pitch. no B.s.

i INTERPRETED THE VISUAL IDENTITY OF Hp IN A RADICALLY SIMPLE WAY THAT SET A NEW STANDARD FOR THE ENTIRE COMMERICAL PORTFOLIO.

08

Steven Winkler