Creative Direction – OMEN Gaming: "Bridging Work and Play"
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Challenge
OMEN Gaming, a PC brand under Hewlett-Packard, needed a scalable content solution for its product launches, spanning website assets, social media, and advertisements. As part of their in-house agency, we faced the challenge of developing an efficient in-house studio capable of producing high-quality content at scale.
The primary product for the year was the OMEN Transcend 32-inch gaming monitor, featuring a KVM switch that allows users to seamlessly toggle between two desktops. The core challenge was to visually communicate this “dual-lifestyle” functionality in a compelling and clear way—while also securing stakeholder buy-in for the creative direction.
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Creative Approach
The original idea was to have a single set to portray two lifestyles for the monitor: one of a creative, who uses OMEN's laptop products, and the other of a hardcore gamer, who uses their PC products. This would allow the monitor to sit in the middle to bridge the lives. I wanted the contrast from each set to not only be within the composition and tone, but within the interior design as well. To bring the vision to life, I used MidJourney to generate concept art to receive buy-in from stakeholders and ensure a cohesive creative direction.
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Gamer Space → Bold, masculine aesthetic with dark tones, hard edges, and immersive gaming elements.
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Creative Office → Sleek, feminine design with soft edges, light tones, and a clean, professional aesthetic.
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This dual-environment approach not only highlighted the monitor’s seamless transition between work and play but also created two separate studio spaces to film the other products individually. This leveraged production budget to build a long term solution for HP.
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