Blacklist directors Polynoid turn a serene office space into dark space, writhing with technology in this spot for Lenovo. Suddenly, strands of carbon fibre breach the room, weaving together over furniture and branching out over the walls, powerfully enveloping everything in its path. Sense of scale is lost as the old room gives way to the fibres. A computer display is swallowed in black until a patch of carbon retracts, and we see the Lenovo ThinkPad logo and then the computer itself.
Polynoid’s strong attention to detail and love for innovative storytelling balances out the spot’s pointed jabs at Apple in introducing a better laptop design for the no-nonsense, power user. Polynoid’s mix of programmatic animation and photoreal lighting bring a high-tech sensibility befitting a brand respected for its rock solid, high-performance machines.
Agency: The WOO
Creative director: Ty Lifeset
Agency producer: Troy Courtney
Production company: Blacklist
Executive Producer: Adina Sales
Producer: Jennifer Brogle
Directon / Art Direction / Animation: Polynoid
CG Artists:Marko Kowalik, Ivan Vasiljevic, Ilija Brunck, Sebastian Mayer, Dirk Urbaniak, Jan Bitzer, Csaba Letay, Fabian Pross, Roman Kaelin, Tom Weber
Music: World Gang