The New Normal

HP wanted to reframe the chaos of the pandemic into something hopeful—a reminder that with the right tools, change can actually be liberating. 

I led the creative direction, concept, and copy for this 360° campaign, bringing back our unlikely hero Markus from 2021’s Effie-shortlisted Work Better campaign.

This time, Markus has evolved from reluctant remote worker to full-blown digital nomad—answering calls on a speedboat, sending emails from a goat farm, even joining meetings from horseback. Equal parts satire and aspiration, the work redefined what the “new normal” could look like when technology truly supports freedom.

The campaign helped shift Germany’s working culture from rigid to flexible, earning Adweek’s “Ad of the Week” and a Platinum Muse Award. Proof that with HP, working better really does mean living better.