HP approached us with a marketing assignment: highlight the differences between the 2011 Consumer Notebook lines. It was a great opportunity to create a series that has viral potential.

Our pitch was to place a lovable kleptomaniac (Astrid) with a penchant for stealing HP notebooks. Their response was enthusiastic - they were completely on-board as long as it hit key strategic points.Each script is built around that computer's market segment - with Astrid playing against the target persona. She represents the technology lust that many of us have, but without filters.

We cast Gillian Vigman, a great comedic actress with a lot of film experience, as Astrid. Her performance in the series is vibrant and unpredictable - making her a delight to watch.The series of digital shorts is aimed at having pass around value - a tall order for any campaign. HP is great at traditional media, yet viral is inherently more difficult. We feel fortunate to have clients that trusted us to create this from ground up, to jump out of the plane with us!