HP Advantage Awards Season Integration

During awards season, TNT Latin America broadcasts the Oscars, Emmys, Golden Globes, and Grammys across multiple markets — creating one of the region’s highest-visibility entertainment environments. Hewlett-Packard sought a branded integration that could elevate HP Ink Advantage within this premium broadcast context without compromising network prestige or viewer experience.

 THE CHALLENGE

The challenge was to create an organic brand integration — not a traditional commercial break — that felt aligned with the glamour and creativity of the red carpet.

• Integrate HP branding into premium awards-season programming without disrupting viewer experience

• Maintain TNT’s brand integrity and high production standards

• Translate a functional product (home printer) into a visually compelling narrative

• Balance client objectives with entertainment value

MY ROLE

As creative lead on the integration, I:

• Conceived and pitched the central campaign concept

• Architected the narrative structure and brand alignment for the :30 integration

• Led cross-functional collaboration across production, design, and client teams

• Directed execution from creative development through post-production

• Managed advertiser integration strategy to ensure brand objectives and KPIs were achieved

THE APPROACH

1. Conceptual Alignment with Awards Culture

I proposed a narrative centered on a fashion designer using her HP Ink Advantage printer to create a one-of-a-kind paper dress for a client attending an awards show. This concept tied the product directly to red carpet creativity — aligning functionality with glamour.

2. Brand as Enabler of Creativity

Rather than focusing on product specs, the integration positioned HP as a tool enabling artistic expression. The printer became a storytelling device within the narrative.

3. Premium Production Standards

Every creative decision — casting, wardrobe, art direction, pacing — was designed to reflect the prestige of awards-season programming, ensuring seamless integration within TNT’s broadcast environment.

OUTCOMES

• Integrated HP Ink Advantage into TNT’s tentpole awards-season broadcasts across Latin America

• Delivered narrative-driven brand content within premium red carpet programming

• Strengthened advertiser partnership through concept-led integration strategy

• Reinforced TNT’s position as a network capable of executing high-caliber branded entertainment at broadcast scale