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Lenovo's New Gaming Campaign is 'Stylish on the Outside, Savage on the Inside'

Creative 863 Add to collection

Ogilvy and Partizan's cinematic work debuts the Lenovo Legion PC gaming machines

 Lenovo's New Gaming Campaign is 'Stylish on the Outside, Savage on the Inside'
Ogilvy, Partizan and award-winning director Matthias Hoene have collaborated on a cinematic brand video for LenovoTM and its global gamer audience. The video was part of a wider campaign launching Lenovo’s refreshed gaming sub-brand Lenovo Legion and its re-designed gaming PCs.

The campaign breaks the traditional gamer stereotype by demonstrating how gamers of today and the Lenovo Legion PCs they want to play on are “stylish on the outside and savage on the inside.” Steering away from a traditional commercial, the video transports us to the world of modern gaming. Blurring the lines between reality and technology, the video shows everyday moments of gamers and reflects the lives of their virtual avatars.

The story visualises gamers becoming heroes: the conquerors and powerful beasts who travel space and time to explore and save unknown worlds.

Matthias’s progressive storytelling and signature style was a natural fit for the project, which brought together several of his skills, from cinematography to special effects, character design and a desire to tell engaging stories. Matthias seamlessly integrated live action and special effects with stunning results, and nworked closely with animation collective Tendril on post-production to bring the entire creative team’s vision to life.

The resulting video is a visual tour de force that channels contemporary urban lifestyle, sci-fi and videogame culture to create an engaging yet product-centric spot that promotes Lenovo Legion as a premiere player in the global gaming category.
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Creative Agency

Creative Agency: Ogilvy

Copywriter: Sean Decker

Art Director: Gina Senese

Executive Creative Director: Mike Hahn

Agency Production: Nicole Severi

Account Executive: Alexandra Wallace

Planning Director: Kenan Ali

Production Company

Production Company: Partizan

Director: Matthias Hoene

Producer: Ben Gilovitz

Managing Director: Lisa Tauscher (EP)

VFX: Tendril

Director of Photography: Mark Bliss

Digital Production Company

Managing Director: Corinne Lowry


Head of Production: Molly Griffin


Edit Company: Tendril

Editor: Chris Murphy


Advertiser: Lenovo

Genres: People, Storytelling

Categories: Computers, Consumer Electronics

Partizan USA, Mon, 06 Aug 2018 09:30:50 GMT