W+K Portland teamed up with HP OMEN for two new spots— “Bright Dimensions” which shows a safe-space for non-gamers to rehabilitate and “Procreation,” encouraging gamers to donate their sperm and eggs for the betterment of humankind. Debuting during HP OMEN’s virtual event, OMEN Underground, both spots imagine a future where gamers rule and the only way to progress in life and become the best version of yourself is through gaming.
In addition to the campaign, the W+K Portland design team created a new visual identity. Moving away from the dark, hyper-masculine, and aggressive themes of the gaming space, we countered with a fluid, soft, and ethereal gradient. Although subtle, the gradient visually aligns with the tongue-n-cheek “spiritual-self-help" creative work. The transition of color makes the OMEN world feel warmer and more ethereal and less hardline, macho vibes. This reflects our brand ethos and a marked difference in the category. This choice demonstrates that OMEN is for all who game, rather than a cliched archetypal gamer.