ThinkPad Z Series: Just watch us.

We were challenged with launching Lenovo ThinkPad’s new Z Series devices — the first laptops designed during the pandemic, and made for the emerging demands of a work-from-anywhere generation, and the break-the-mold attitude that comes with it.

Just watch us showed our competitors (and the world) that this new generation is approaching work without limits 😉.

We worked with our clients and internal influencer teams to get incredible, future-forward thinking talent like Gabby Thomas (an Olympic sprinter who studies epidemiology and works toward equitable healthcare for all), Zinnia Kumar (an ecologist who became a model, launched a diversity talent agency and was the first woman of Indian descent to be featured on the cover of Vogue.)

Even the actors who helped flesh out our videos and year’s worth of content embodied these core tenets — with their own missions ranging from youth counseling to trans inclusion and accessibility.

Role: Creative Lead, ACD Copy

Think we can’t drag a desk & crew anywhere in the world to launch a new work-from-anywhere device?

Just watch us.

We created a robust suite of video assets, including a manifesto video for launch, individual :30 spots featuring the talent and their unique stories and missions, and a range of :15 and :06 spots that focused on specific products for always-on and paid media.

We lead a team of extra talent and photographers to capture a library of photos featuring the talent and product to be used throughout the campaign.

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Our campaign’s success prompted the client to extend the video and photo assets just in time for CES, with a shoot that brought back Gabby Thomas and took place in The Valley of Fire, just outside of Las Vegas.

(How cool is it when your location scouting involves actual hiking?)

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Beyond the scripted video assets, we improvised captivating shots for product and talent alike — I even talked my hiking/mountain-climbing brother into riding out with our photo team and stepping in for photos on-site, while talent was on camera. When you have product shoots, rule #1 is everyone gets a manicure.