LAUNCHING ThinkPad X1 FOld
It’s our time to
Shape What’s Next.
One of the most premium products in ThinkPad’s arsenal: the X1 Fold, the first foldable screen product on the market. Previously it was the size and shape of a kindle, and people treated it about the same. After studies and a complete redesign, the new X1 Fold was ready for unveiling as a primary device for people on the move. Ultra mobile and eyecatching in any room, we knew we had to market it to the most visionary, future-forward leaders.
We worked with Bjarke Ingels, a visionary architect and founder of B.I.G an international architecture group literally shaping the world with his unique approach to beauty and sustainability that he’s branded as hedonistic sustainability.
It was vital to have him speak in his own words about what it’s like to lead with vision, and the role technology plays into shaping what’s next — VO and material for his videos came from in-depth interviews I conducted on-set in his offices at BIG Copenhagen, and in a separate studio session (eek, at 3am because of time differences), encouraging him to bring his aspirational tone and larger-than-life vision.
