Partnering with local influencers has proven to be a fantastic way to shine a light on our Premium products by subtly showing them off to new audiences.

In pursuit of that goal, HP partnered up with iconic SA fashion designer David Tlale in Q2 2019, and this quarter we deepened that partnership with new activities.

We followed David around with a camera crew to showcase his design process, and highlight how his HP Spectre x360 helps him bring his creations to life. The video takes viewers through David’s process of conception to ideation to creation to finished product.

Take a look:

And here are some stills of the device captured from the video:

David is not yet finished creating the end product, however, but this gives us the opportunity to create some buzz around it. To that end, we will be running a competition around the campaign, giving fans the chance to win the final product David creates, which will be unveiled in Q4.

The campaign subtly highlights how art, technology, and music come together beautifully to produce elegant, spectacular results. But more than that, it emphasises how the creator is not defined by their tools, instead using the tool to bring life to their inspiration.

The campaign is planned to unfold over three phases; phase one was the announcement of the partnership and David’s design, phase two is showcasing the ongoing design process. Everything will culminate in phase four, where David’s final design will be unveiled at Fashion Week 2019.

This second phase has been effective, with the content created featuring David and the Spectre drawing 7,212 Likes, 93 comments, and 562 video views on social media as of 12/07/2019.