The One Show
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Category
Editing / Single
Annual ID
OS25_MI083M
Background
For over 80 years, HP has pioneered innovation, making technology more accessible and transforming the way we work. Now, with the launch of the HP AI PC, they’re doing it again—redefining the future of AI-powered computing.
We were tasked with leveraging this pivotal moment to re-establish HP's storied brand, crafting a compelling platform that champions their unwavering belief in technology as a catalyst for growth and fulfillment within the modern workforce.
Set against a backdrop of widespread AI skepticism in the workplace, concerns about job displacement, algorithmic bias, and a perceived loss of control prevailed in the cultural conversation. To succeed, we needed to shift the perception of AI—not as a replacement for human jobs, but as a tool to remove barriers, eliminate busywork, and unlock our full professional potential.
We were tasked with leveraging this pivotal moment to re-establish HP's storied brand, crafting a compelling platform that champions their unwavering belief in technology as a catalyst for growth and fulfillment within the modern workforce.
Set against a backdrop of widespread AI skepticism in the workplace, concerns about job displacement, algorithmic bias, and a perceived loss of control prevailed in the cultural conversation. To succeed, we needed to shift the perception of AI—not as a replacement for human jobs, but as a tool to remove barriers, eliminate busywork, and unlock our full professional potential.
Creative Idea
Work Doesn’t Have to Feel Like Work—more than just a campaign, it’s a fundamental shift in how we see work itself. Because when it comes to modern work, the problem isn’t effort—it’s the noise that gets in the way.
But before we could show people a future of more meaningful work, we had to prove we understood what was holding them back. Enter The Wrong Kind of Busy—a brand film that takes aim at mindless busywork, positioning HP’s AI PC as the solution and ushering in a new era of productivity.
With striking visuals and an irreverent voiceover, the film humorously captures the universal absurdities of the workday—lost files, email etiquette, and the dreaded “reply all” threads. Narrated by a young professional with an English accent, the spot evolves from resigned acceptance to mounting frustration and, ultimately, a rejection of busywork.
The HP AI PC emerges as the hero, cutting through the clutter and launching a brand platform built to last—proving that with the right tools, work doesn’t have to feel like work.
But before we could show people a future of more meaningful work, we had to prove we understood what was holding them back. Enter The Wrong Kind of Busy—a brand film that takes aim at mindless busywork, positioning HP’s AI PC as the solution and ushering in a new era of productivity.
With striking visuals and an irreverent voiceover, the film humorously captures the universal absurdities of the workday—lost files, email etiquette, and the dreaded “reply all” threads. Narrated by a young professional with an English accent, the spot evolves from resigned acceptance to mounting frustration and, ultimately, a rejection of busywork.
The HP AI PC emerges as the hero, cutting through the clutter and launching a brand platform built to last—proving that with the right tools, work doesn’t have to feel like work.
Insights & Strategy
Everyone wants to love what they do—because when you do, work doesn’t feel like work. But today, over half our workdays are lost to menial busywork. A CNBC study found that 58% of work time is spent on “work about work”—emails, meetings, and tasks that drain productivity and stifle creativity. HP saw a chance to change that, using the launch of their AI PC as a way to not just call out the ridiculousness of our modern obsession with busywork, but to make it the solution.
Instead of speaking about AI in terms of algorithms and processing power, we framed it as a tool that removes friction. Our messaging was intentionally intuitive, focusing on relatable, real-life scenarios where AI makes work feel effortless.
By tapping into this insight, we positioned the HP AI PC as more than just a laptop—it became a statement about the future of work. A future where technology doesn’t get in the way, but gets out of the way. A future where people can focus on what they love, powered by the only PC designed to remove the noise of modern work.
Instead of speaking about AI in terms of algorithms and processing power, we framed it as a tool that removes friction. Our messaging was intentionally intuitive, focusing on relatable, real-life scenarios where AI makes work feel effortless.
By tapping into this insight, we positioned the HP AI PC as more than just a laptop—it became a statement about the future of work. A future where technology doesn’t get in the way, but gets out of the way. A future where people can focus on what they love, powered by the only PC designed to remove the noise of modern work.
Execution
The editing of The Wrong Kind of Busy is a masterclass in controlled unraveling, meticulously crafted to mirror the rising chaos of modern work. The film establishes a serene facade—then systematically dismantles it.
It opens with striking, painterly establishing shots, cut together with precise match action to create a sense of order and calm. As busywork mounts, cut-ins to screens, faces, and keyboards begin to fracture that harmony, revealing the characters' slow unraveling. Then, the break. The pace accelerates. Match action cuts quicken, wide shots repeat with mounting anxiety, and extreme montages push the overwhelm to its peak. Jump cuts in the zoom scene montage stretch and contract time, mirroring the relentless pace of overwork.
The rhythm is a carefully orchestrated dance—measured and deliberate at first, then spiraling into chaos. By the time the HP AI PC appears, the contrast is visceral. The noise stops. Clarity cuts through. Every frame and cut was meticulously crafted to amplify the film’s message. The edit isn’t just technical execution—it’s a narrative force, transforming mundane office moments into a sharp commentary on the absurdity of modern work.
It opens with striking, painterly establishing shots, cut together with precise match action to create a sense of order and calm. As busywork mounts, cut-ins to screens, faces, and keyboards begin to fracture that harmony, revealing the characters' slow unraveling. Then, the break. The pace accelerates. Match action cuts quicken, wide shots repeat with mounting anxiety, and extreme montages push the overwhelm to its peak. Jump cuts in the zoom scene montage stretch and contract time, mirroring the relentless pace of overwork.
The rhythm is a carefully orchestrated dance—measured and deliberate at first, then spiraling into chaos. By the time the HP AI PC appears, the contrast is visceral. The noise stops. Clarity cuts through. Every frame and cut was meticulously crafted to amplify the film’s message. The edit isn’t just technical execution—it’s a narrative force, transforming mundane office moments into a sharp commentary on the absurdity of modern work.
Results
The film launched globally with a 360° strategy across CTV, OLV, Meta, TikTok, LinkedIn, digital, and OOH. In just one month, HP became the leader in the AI PC category, outperforming major competitors in branded AI PC searches by over 50%.
Our goal was not only to introduce the AI PC but to reinvigorate the iconic HP brand. “The Wrong Kind of Busy” did just that, achieving a 98% video completion rate on LinkedIn and driving a 60% lift in second-touch engagement—proving the film’s bold message resonated deeply. The most common reaction? “I can relate.”
The film also led to a 952%* increase in "HP AI" searches, along with a 32%* increase in unaided brand awareness and a 13%* lift in brand preference. The HP AI PC was recognized as "a leader in the AI PC category," with a 23%* boost in message association (*within the US, paid media).
All said, The Wrong Kind of Busy is an ambitious launch film that sets up a long-standing brand platform reimagined across all branches of the HP business, ushering in a new era in which technology clears the way for more fulfilling, human-centered work. With the Right Tools, Work Doesn’t Have to Feel like Work.
Our goal was not only to introduce the AI PC but to reinvigorate the iconic HP brand. “The Wrong Kind of Busy” did just that, achieving a 98% video completion rate on LinkedIn and driving a 60% lift in second-touch engagement—proving the film’s bold message resonated deeply. The most common reaction? “I can relate.”
The film also led to a 952%* increase in "HP AI" searches, along with a 32%* increase in unaided brand awareness and a 13%* lift in brand preference. The HP AI PC was recognized as "a leader in the AI PC category," with a 23%* boost in message association (*within the US, paid media).
All said, The Wrong Kind of Busy is an ambitious launch film that sets up a long-standing brand platform reimagined across all branches of the HP business, ushering in a new era in which technology clears the way for more fulfilling, human-centered work. With the Right Tools, Work Doesn’t Have to Feel like Work.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Accenture Song / New York
Media Agency
Preymaker / New York
Client / Brand
HP Inc. / Palo Alto
Production Company
PRETTYBIRD
Dazzle Pictures / Prague
The Mill / London
Art Director
Lindsey Evans
Chief Strategy Officer
Ariana Stolarz
Copywriter
Cameron Sharer
Creative Director
Cara Mia Cecchini
Mia Rafowitz
Rob Barbado
Design Director
Andy Wong
Director
Salomon Ligthelm
Director of Photography
Kate Arizmendi
Editor
Danielle Sclafani
Executive Creative Director
Jono Paull
Global Chief Creative Officer
Neil Heymann
Producer
Iryna Pigal
Joanne Lee
Paul Ure
Product Designer
Dominic Watkins
Assistant Editor
Jason Tawiah
Associate Producer
Emma Dufault
Communications Strategist
Brianna Califano
Executive Producer
Chris Clark
Sasha Hirschfeld
Group Strategy Director
Keir Moreano
Senior Music Supervisor
Mike Ladman
Account Director
Disha Jain
Griffin Miller
Account Supervisor
Manuela Abenante
Associate Producer, Film
Harit Muttreja
Madeleine Wilkinson
CEO
Kerstin Emhoff
Chief Executive Officer
David Droga
Colorist
Mikey Pehanich
Compositing
Ahmet Akgul
Marek Zelenka
Victor Tretyakov
Viktoriia Honchar
Coordinator
Nadan Pojer
Director of Business Affairs
Dan Simonetti
DMP
Lukáš Lancko
EVP, Chief Marketing and Corporate Affairs Officer
Antonio Lucio
Executive Color Producer
Alexandra Lubrano
Flame Artists
Peter Amante
Steve Koenig
Flame Assistant
Adam Greenberg
FX
Cristina Samper
Global Commercial Marketing Lead
Leyla Tezcan Bell
Global Commercial Marketing, Demand Creation
Ama Appiah
Jemma Card
Global Consumer Marketing Lead
Jamie Cusano
Global Engagement Lead
Lea Mastroberti
Group Communication Strategy Director
Pete Fraser
Tattiana Bamba
Group Project Manager
Alex Robinson
Christine DiStasio
Head of Creative Production
Scott Chinn
Head of Production
Meera Sankar
Head of Talent Affairs
Sunny Valencia
IO
Eero Lehtinen
Tomáš Pavlíček
Junior Music Supervisor
Mara Techam
Lighting
Lukáš Jankovčín
Iñaki Gonzalez
Manager Global Consumer Marketing
Lily Psmaris
Matchmove
Jovana Vulevic
Modeling
Mats Torstensson
Sergej Minenko
On-Set Supervisor
Diego Gutierrez
President/Executive Producer
Ali Brown
Principal Product Marketing
Connor Rock
Senior Business Affairs Manager
Jeannie Curcio
Senior Producer, Film
Dylan Heimbrock
Patrick Wood
Senior Producer, Print
Michael Mockler
Sound Designer/Engineer/Mixer
Dusty Albertz
Sr. Offline and VFX Producer
Jamie Lynn Perritt
Supervisor
Francesco Giugliano
TD
Jiří Šindelář
VFX Artist
Christian Reyes
Paul Cardon
VFX Artists
Angus Kneale
Brandon Phillis
Jessica Sroczynski
Kshitij Khanna
Luis Martin
Melanie Wickham
Verity Grantham
VFX Supervisor/Lead Flame Artist
Dino Tsaousis
Vice President/Executive Producer
Suzane Hargrove
VP, Global Marketing
Taj Alavi
Luis Casado
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