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Scaling HPE’s brand to match the growth and ambition of an enterprise technology leader.
Opportunity
The last 10 years have been a period of extraordinary transformation for enterprise technology leader HPE, and we’ve been alongside them throughout. As the company expanded its focus across cloud, networking, AI, and as-a-service offerings, they needed a partner who could clearly articulate their evolution and expertise across commercials, brand motion systems, social content, OOH marketing, and immersive design for their annual HPE Discover event.
Solution
Putting Humanity First
Throughout our partnership, the creative strategy is consistent: express how HPE’s technology empowers organizations and the people behind them, and do it in a way that can scale across formats, flex across touchpoints, and evolve alongside the business.
Whether building Keynote presentations for immersive environments, experimenting with new live action production technologies, creating content for new audiences, or building a motion system that ties all of this visually together, humanity stays at the center of every story and creative choice. The goal is to balance HPE’s most advanced innovations with a clear sense of why they matter.
Impact:
- “I’m really proud that we’re blazing the trail. This is a whole new approach to brand storytelling.” – Jim Jackson, CMO, HPE
- Produced immersive films for 3 consecutive years for one of the world’s largest digital canvases
- Helped evolve HPE’s brand perception alongside its business transformation into an as-a-service leader
CREDITS
HPE Discover 2026
Executive Creative Director + Director
Mikon van Gastel, Joe Wright
Managing Director
Joanna Fillie
Head of Production
Lindsay McQueen
Executive Producer
Julia Oetker-Kast
Producer
Cameron Lewis
Production Manager
Madison Moon
Creative Director
Justin Meredith, Brian Bowman, Jason Cook
Copywriter
Victoria Lemont
Design/Animation Director
Leah Evans, Jared Fujikuni
Motion Director
Chris Vela
Senior Designer
Emily Davis
Designer & Animator
Cameron Butterfield, Miles Petrock, Greth de Nobrega, Sam Pickett, Miro Sisma
Animator
Paddy Driscoll, Edwin Santacruz, Fabio Lamarche, Kasella Acain, Maria Chiuz
Editor
Jon Dean, September Raines
Assistant Editor
Brian D'Augustine, Emily Russell
HPE Discover 2025
Executive Creative Director
Mikon van Gastel
Managing Director
Joanna Fillie
Head of Production
Lindsay McQueen
Executive Producer
Julia Oetker-Kast
VFX Producer
Christina Caldwell
Production Coordinator
Madison Moon
Creative Director
Burke Miles, Justin Meredith, Joshua Harvery
Copywriter
Victoria Lemont
Technical Director
Teddy Gage
Designer
Bryce Wymer, Craig Stouffer, Ann Kruetzkamp
Designer & Animator
Gareth de Nobrega, Leah Evans, Miles Petrock, Jaime Justen, Helen Slavutsky
Animator
Danesh Taraporevala, Ali Jamali, Christian Day, Liam Clisham, Mark Cernosia, Paulo de Almada
VFX Artist
Cameron Walser
Compositor
Toby Martisius, Michael Callahan, Ken Lee
Editor
Ken Mowe, Jon Dean, Christie Brown, Moss Levenson
Assistant Editor
Brian D'Augustine, Glenn Eduardo
HPE Discover 2024
Executive Creative Director
Mikon van Gastel
Managing Director
Joanna Fillie
Head of Production
Lindsay McQueen
Executive Producer
Julia Oetker-Kast
Strategy Director
Kari Andrusko
Production Coordinator
Mia Figueroa
Creative Director
Burke Miles, Justin Meredith, Bryce Wymer
Design Director
Miro Sisma
Copywriter
Victoria Lemont
Designer & Animator
Jaime Justen
Animator
Miles Petrock, James Isaaks, Pedro Fleming, Cyprian Sadlon, Maria Chiuz, Ali Jamali, Jaremy Greenberg, Christian Day
Compositor
Chris Mangual, Michael Loney, Alejandro Monzón
Editor
Nate Buchik, Jon Dean
Assistant Editor
Brian D'Augustine
Scaling HPE’s brand to match the growth and ambition of an enterprise technology leader.
Immersive Design
HPE Discover 26
Immersive Design
HPE Discover 25
Immersive Design
HPE Discover 24
Commercials
HPE + Mercedes AMG Petronas Formula 1
Commercials
Edge Film
Commercials
HPE + Redbull Formula One
Commercials
Greenlake Film
HPE Brand Motion System
