ADVERTISING

Lenovo

Calming Creativity

Agency: SuperHeroes

Description

Calming Creativity: The Theme Behind Lenovo Yoga’s New Campaign with SuperHeroes

SuperHeroes NYC is collaborating with Lenovo to enlist some of the world’s most notable digital creators to showcase the power of Lenovo Yoga’s newest laptop series. Designed to capture the attention of Gen-Z consumers who put a premium on creativity, 20 original pieces of CGI content are being unveiled that showcase artistic design and ideas, all created on Lenovo Yoga laptops.

The new series of short films follow the success of 2023’s Lenovo Yoga Pro 9i premium laptop series. That campaign was one of the first brand collaborations to feature emerging creators specializing in digital street art that turned both iconic and everyday locations into canvases for digital art takeovers.

The new phase of the campaign—which launches in January—consists of a series of next-level digital street art executions from top 3D creators around the globe as well as behind-the-scenes “How I Did It” videos where the artists break down how the Yoga’s 3D imaging and advanced AI-powered features fueled their creative processes. All the work is centered around the theme of “Calming Creativity” and are designed to be soothing yet inspiring.

Rogier Vijverberg, Chief Creative Hero, SuperHeroes stated “Creators need a creative outlet at this time of year, but paradoxically it’s this time of year where creators feel much less motivated to get up and create. We asked our artists to imagine and design work that was inspiring yet relaxing, coaxing creators back into their creative space—a throughline of this whole campaign.”

One post in this new campaign by Lenovo Yoga Pro creator @VOIDZ shows the windows of a skyscraper inflating into a color gradient of pillows that then float away peacefully, only to be replaced by another round of colorful pillows that floatup into the sky on a loop – reminding the viewer to find inspiration in the whimsical. Another post by Lenovo Yoga Book creator @JustJoshingVFX features a man standing in an alley. The ground and walls surrounding him and the buildings behind him inhale and exhale as he does, a visceral reminder that the spaces people occupy are a living, breathing part of the human experience.

Other posts include:

@ShutterAuthority built a 3-D jigsaw puzzle that rotates and breathes
@CamyIbuena lifted skyscrapers off the streets, showing them turning in the snow-filled sky
@Jennymjaing created gummy-like flower balloons that slip out of a tunnel and fly
@hubi_dubidoo brings alive a playground with imaginative shapes

“Since the launch of the “Made with Lenovo Yoga” campaign in 2022, Lenovo Yoga has become a leader in mixed reality digital creativity as seen on TikTok, Instagram and YouTube, providing its Gen-Z audience the ultimate toolbox for their creative expression,” explained Archit Mardia, Sr. Consumer Marketing Manager from Lenovo. Our always-on “Made with Lenovo Yoga” strategy has been integral in introducing young creators to the power and utility of the Lenovo Yoga ecosystem, not only providing them with the tools necessary to bring their work to vivid life, but likewise providing them with a platform on which to share their creations: #LenovoYogaInspired.”

About SuperHeroes
SuperHeroes is an independent global creative agency on an ambitious mission: to save the world from boring advertising. Focusing on digitally native audiences, Brooklyn based SuperHeroes NYC’s exciting and fast-growing roster of brands includes DoorDash, Lenovo, PUMA, Fenty, Catalina Crunch, Vita Coco and/Fanatics Collectibles.

This professional campaign titled 'Calming Creativity' was published in Singapore, United Kingdom, and United States in February, 2024. It was created for the brand: Lenovo, by ad agency: SuperHeroes. This Content and Digital media campaign is related to the Electronics, Technology and Office Equipment industries and contains 4 media assets. It was submitted 2 months ago by Toni Lee of Toni Lee Communications.

Credits

Advertising Agency: SuperHeroes
Creators: @ShutterAuthority
@CamyIbuena
@Jennymjaing
@VOIDZTO
@JustJoshingVFX
@djbehar
@gabrielbeniciobh
@Hati_Mas
@Shubi_dubidoo

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