HP spends a lot of time thoughtfully designing their products, so the product photography should reflect these carefully designed attributes and not be clouded with extraneous information, props, lighting, etc. We want to set a precedent for quality, details, features, and product design.
We adopt a “no-nonsense” but “artistic” approach to product photography. This is a formalist exploration of HP products and their unique shapes and features, emphasizing their design and engineering qualities.
These images are sophisticated, curated, and intentional in nature. The success and power of these images come from their confidence. There is a simplicity and purity to them, because they are free of gimmicks, decoration, props, or additional items. The focus is on form, composition, shape, texture, surface, lines, and space, as well as highlighting the material, surface, and production quality.