Project:

Lenovo

'Legion'

Type:

Recent, Animation, Live Action

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.

Credits

  • Production Company: Scholar
  • Creative Directors: Chace Hartman, William Campbell, Will Johnson
  • Executive Producer: Christina Roldan
  • Associate Creative Director: JP Rooney
  • CG Lead: Adam Burke
  • Senior Producer: Sue Yee Hubbard
  • Designers: Cristina Barna, Trish Janovic, JP Rooney
  • Modelers: Alek Vacura, JP Rooney
  • Lighters: Cody Chen, Christina Kim, Michael Papagni
  • Compositors: Jeff Billion, Denis Kozyrev
  •  
  • Agency: Ogilvy
  • Chief Creative Officer: Alfonso Marian
  • Executive Creative Directors: Mike Hahn, Ryan Blank
  • Senior Art Directors: Kevin Reily, Lauren Van Aswegen
  • Senior Copywriter: Ian Going
  • Executive Director of Content Production: Jenny Gadd
  • Executive Producer: Eric Soloway
  • Agency Producer: Oliver Horvat
  • Business Manager: Sean McGee
  • Account Director: Samantha Devine
  • Account Executive: Alexandra Wallace
  • Account Management Supervisor: Katherine Connolly
  • Agency Project Manager: Krystal Bullard
  • Agency Music Producer: Karl Westman
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  • Sound Designer: Marshal Grupp (SoundLounge)
  • Music Composer: Xander Rodzinski (Freelance)
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  • Client: Lenovo

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.”