HP ENVY - The Old Rules Don’t Apply Now

The younger generation is going through a radical change in how they work-live. The demand for remote work, equal rights, digital transformation, is breaking down the hierarchical old corporate structure.

The shift from employer to employee is empowering a generation that Japan has never seen before. One that’s more socially conscious, independent, expressive and purpose-driven. 

HP understands that change requires products of flexibility, portability and power. Being able to choose and adapt to the many ways of working is their advantage, while elevating their potential. 

The HP Envy campaign features a range of progressive Japanese activists, journalists, writers, who in real life, are shaping a new standard of values. The campaign was created by W+K Tokyo. The film was directed by Yudai Maruyama.