Hewlett Packard (HP)

Production Cloud

Agency Creative Drive (US)

Photographer Josh Kelly

Production Company Photoplay Photography

Executive Producer Ross Colebatch

Producer Dana White

Media Stills

Year January 2022

This was the second production we completed in the new creative format we had devised and honed in on. Up until the previous Fortis shoot, we were always searching for the authenticity and had been curating images with the various production elements (wardrobe, hair/make-up, props, locations, talent). We wanted the images to look and feel real but with the control that a production offers. But in bringing in the talent and props, in locations that they weren’t familiar with and put in clothes and hair/make-up that weren’t normal to them, the images still didn’t feel…right. So we followed on from what we had learned on the Fortis shoot and went to real operating businesses, with real people and formulated the HP Cloud shoot from there. This meant that the pre-production of the new creative format was a lot more intense but it translated through to stunning imagery. On the HP Cloud shoot, we photographed real professionals from Alice McCall (a fashion designer) and Coghlan Warehouse (a fulfilment warehouse) in their work, home and recreational environments, using a HP computer in the exact way that they would in real life. This six day shoot in Sydney and surrounds proved the new creative method and ultimately led to success in both the HP campaign and Josh’s photography achievements. Some of the images from this campaign were selected in his portfolio of work that he was awarded Top 200 Advertising Photographers worldwide in the 23/24 year by Luerzers Archive. Our client and agency was based in the US at the time, and due to COVID restrictions could not come to Australia for the shoot so we therefore needed to be on zoom to them. I was in constant contact with the agency producer and creatives via WhatsApp who would pass through any feedback and they would all be watching via the zoom.