Lenovo
'Legion'
Lenovo presented us with the opportunity to embark on a journey of discovery to define the identity of the Lenovo Legion. We sought to create a mysterious world and a visual experience that expresses the authenticity of products created by gamers for gamers. We wanted to elicit the feeling that these products are different because they were made to capture and express the essence of being a gamer.
We crafted a cinematic experience and a message that speaks directly to gamers in a way that ensures that the brand’s identity will resonate with them and their community.
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Production Company Creative Directors Executive Producer Associate Creative Director CG Lead Senior Producer Designers Modelers Lighters Compositors
Agency Chief Creative Officer Executive Creative Directors Senior Art Directors
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Senior Copywriter Executive Director of Content Production Executive Producer Agency Producer Business Manager Account Director Account Executive Account Management Supervisor Agency Project Manager Agency Music Producer
Sound Designer Music Composer
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We sought to create a mysterious world and a visual experience that expresses the authenticity of products created by gamers for gamers.
Behind the Scenes
In our world, viewers first see a cloaked figure with its face appearing as the glowing Legion logo. In an abstract, darkened world, 3D grids and shapes transform and illuminate, erupting into pristine, pulsating objects that resolve into the distinct Lenovo Legion Laptop and its accessories. Stylishly relating the tale of the Legion from the collective point-of-view, the voiceover commentary states, “We don’t just play the game. We live it,” on its way to concluding, “We are one. We are Lenovo Legion.”