GHOSTWAVE

HP - GHOSTWAVE

Looking to recapture the hearts and minds of young millennials, we worked with HP to intrude the #BendTheRules campaign. The line was inspired by the multi-hyphenate generation they looked to target, an audience who challenged convention every single day. It also represented to the versatility of our hero product, the x360, a computer which could literally bend all the way around to fill the role of laptop, tablet and media viewer. 

To launch our #BendTheRules campaign, use used the x360 laptop and the collective power of the internet to help pro big-wave surfer Ian Walsh find a previously undiscovered monster wave and surf it. Throughout the summer, Ian gave fans unprecedented access to the search, even helping Ian hunt the Ghostwave by tracking weather patterns in real time. 

Ultimately, a giant swell sent us to South Africa. As the team raced up and down the western coast, we created real-time snapshots of the adventure to give fans a front row seat. Videos were shot, edited and posted daily bring fans into the process in a way never before experienced.

When we finally found the monster wave, Ian dropped in with the names of the Rule Benders who'd helped him along the way emblazoned on his board. And after the big wave rides, we let fans track Ian's session through quantified data, which recorded wave count, top speed and total distance surfed.

The full experience was captured in a documentary short, shot by legendary surf-filmmaker, Taylor Steele.