HP OMEN “FRENEMIES”

W+K SHANGHAI
SUMMER 2021

Chinese culture is constantly encouraging “collective harmony”, but that’s just not how gamers behave in real life or progress in gaming. In actuality, they progress through fierce-rival friendships which challenge their gaming teammates to not suck and constantly progress their game.

We launched a series of short form sitcom-parody “Frenemies” depicting a group of passionate gamers who are intentionally competitive and critical towards one other to benefit their collective team. SUCK AT PC GAMING? YOU NEED “FRENEMIES”.