ALL-AMERICAN FAMILY PORTRAIT

When HP wanted to explore what a modern family looks like, we posed a simple question: Who is the all‑American family today? We launched a social experiment, recruiting a diverse group of Americans to create their own family portraits. What emerged was empathy in motion, flipping stereotypes to reveal real reflection. As Creative Director, I developed the concept, wrote the script, collaborated with director Annie Saunders, and cast real families from across the country. The project celebrated not only the evolving American family but also the beauty of a printed photo and the power of HP printers to bring it to life.

Social Film

Behind-the-Scenes

Campaign Results

Case Study

Press

ADWEEK: What Does an ‘All-American Family’ Look Like? HP Created a Challenge to Show the New Reality / AdAge Creativity: HP Rearranges Relatives to Make a Point About the “All-American” Family / Atlanta Journal-Constitution: Majority of Americans Still View the “All-American” Family as Straight, White and with Children The Drum: Ads We Like: HP gives an exercise in what makes up a ‘typical’ American family / The Drum: HP INC: ALL-AMERICAN FAMILY BY EDELMAN / TG Daily, Robert Enderle: HP Moves To Change The False Perception Of Diversity   / MarketingDive, Erica Sweeney: HP exposes bias around the 'all-American family' with social experiment / MediaPost: Is The All-American Family White, Heterosexual With Kids? / Marketing Industry News: Ads We Like: HP gives an exercise in what makes up a ‘typical’ American family