HP dominates the majority of the home printer market, and upping usage of ink cartridges is among their top business priorities. While the brand isn't a seemingly obvious fit for Pinterest, platform insights showed there was an 800% uptick in searches for “free printable art” and a clear opportunity to develop (and widely distribute) more artwork.

Via the Pin Collective, HP enlisted four artists to develop over 40 pieces of artwork that could be printed directly from Pinterest on a home printer. To inform the artwork themes and styles, we used trending color palettes and home decor themes, showing the artwork in-situ via promoted Pins that drove to a board housing all of the artwork with instructions to print directly from the platform.

Role: Role: Concept development, sourcing talent, creative oversight/direction across artists to create a cohesive look & feel. Partnership with product to create a custom experience within the platform.