<Campaign>
Lenovo - “Made With Yoga” - 360 Campaign
<Role / Contribution>
Creative Strategy, Creative Concepts, Artistic Direction
<Media>
Digital Content, DOHH, Creative Commerce Sponsored Ads
<Description>
Lenovo Yoga is the #1 laptop computer in North America and the world, but it still has big competition with Apple as being the go to computer for creativity.
For the “Made with Yoga” campaign our creative strategy and goal was to prove that you can make equivalent to or even better just quality of creative work with Lenovo Yoga’s laptop that you could with Apple’s MacBook Pro.
To execute this we targeted Yoga’s Get Z audience, and focused our core messaging on the computer’s processing power, faster rendering, AI hardware, and the capability of creating Hollywood level VFX work on a prosumer budget — allowing them to be inspired and execute their ideas quicker and more freely than ever before.
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<Always-On Monthly Content> “Lenovo x Intel” - CGI/ Mixed Reality Executions
In Partnership with Intel Core Processor we created visually interesting and thumb stopping monthly CGI/ Mixed reality content that pushed the SEO of the campaign and showed our audience how capable the Lenovo laptop really is at making great content, and encouraging them to try it for themselves.
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<Always-On Monthly Content> “Lenovo x AMD” - AI Executions
In partnership with AMD we executed the same concept, but this time we used Artificial Intelligence as our creativity to visually tell stories in ways that mankind never could before, and processed quicker with the strong power of Lenovo Yoga and and AMD chip.
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<DOOH> “Digital - Phygital Out of Home Executions”
To help create a more impactful content that can be seen and shared online and in person, we built DOHH executions that leveraged the processing power of Lenovo’s Yoga products to show how futuristic phygital creative ideas can be “Made With Yoga.” The Night Owl campaign, set at night showed off endless the mixed reality capabilities that can be created on NYC’s iconic digital billboards.
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<The Art of Making> “BTS Exposé of Lenovo Yoga Creative Process”
For Lenovo, we prided ourselves for not only being able to create content but also in sharing how it was created. Taking it our “How It Was Made” content a step farther we started “The Art of Making” a content series that showcases some of the best mixed Reality and AI influences in the world while they are in the comfort of their creative zones.
To do this we kept the art direction playful and feeling like the the video is a part of the user experience. We kept iconic tools like the courser and the highlighting materials to illustrate the open ended process of that it takes to make things creative
From blank canvas to final creation, the series captures how these artists pull inspiration from their surroundings and turn it into digital street art that stops you in your tracks. But it's not just about the art—it's about the process. We captured their challenges, the skills and the evolution of their craft along the way.
