HP OMEN 16 BTC
At .Monks, when I was asked to lead the visual direction for OMEN’s Back to College 2023 campaign, I saw it as an opportunity to speak to students not just as consumers, but as creators, gamers, and dreamers juggling multiple versions of themselves. This wasn’t your typical hardware promotion — the goal was to build a campaign that made OMEN feel essential to the modern college experience. Gaming wasn’t a side activity — it was part of the lifestyle.
Making the Ordinary Look Epic
The creative concept focused on visualizing the duality of a student’s day — jumping between classes, streaming, gaming, creating, and collaborating — all powered by the performance of the OMEN 16 laptop. My role was to translate this energy into a design system that felt youthful, expressive, and social-native.
The campaign featured a series of visual vignettes — think chaotic dorm desks, energy drinks, notebooks scribbled with game strats, and a laptop that quietly powered it all. I crafted the art direction to blur the lines between product feature and cultural moment. The campaign wasn’t about shouting specs — it was about showing how OMEN seamlessly slots into a lifestyle that’s constantly switching gears.
Television commercials — https://www.youtube.com/watch?v=nYseBdQLnQE and https://www.youtube.com/watch?v=xWV-_Adg9rM
Designing for Scrolls and Swipes
Since the campaign was built primarily for paid media and social, every asset needed to be quick to read, thumb-stopping, and instantly resonant. The visual language was bold and rhythmic — modular layouts, expressive type, glitchy textures, and color-blocked frames that could flex across Instagram stories, reels, YouTube bumpers, and static placements.
I also worked closely with the media team to tailor assets for platform-specific behaviors — making sure the design never got in the way of clarity but always carried the OMEN edge.
Numbers, Noise, and Notebooks
The campaign launched across India just ahead of the academic year and saw strong engagement within the Gen Z gaming and student community. OMEN 16’s refreshed positioning — no longer just a "gaming laptop," but an enabler of multitasking, ambition, and late-night side quests — hit the right note. For me, this project was less about pushing pixels and more about crafting visual context. It was about understanding who we were speaking to and showing up where they already were — in feeds, in group chats, in classrooms.