HP /  Bretman Rock LGBTQIA2S+ / Yoni Lappin

HP creates a variety of computing technology that makes life better for everyone, everywhere. To launch the next chapter of HP’s 2019 “Keep It Human” back-to-school campaign, HP needed to embrace the mobility and fluidity of the Gen Z lifestyle from within. To do so required the help of some unmistakable influencer talent and a whole lot of style.

Featuring HP’s Spectre x360 13, FRED & FARID created “The Most Fabulous Unboxing,” an unboxing film of the HP laptop starring Gen Z social media influencer Bretman Rock. The online staple of unboxing videos — typically posted on Youtube and Instagram, these videos show an influencer opening a new product and describing their initial impressions and first-hand experience with the product — was the ideal vehicle to speak to the target Gen Z audience, and Bretman Rock was the ideal talent. Having established his social media career through his flashy and unapologetic personality and signature spinning of items on his fingers, Rock embodies the dynamic, on-the-go Zoomer. Infusing the film with playful, unforgettable energy, the spot transcends the expectations and fabulousness of any other unboxing to date.