Lenovo and Intel Stage World-First Projection Stunt Across London’s Skyline

Lenovo and Intel captured live biometric data from celebrities and influencers to create personalised ‘auras’, projecting these in real-time onto some of London’s most iconic landmarks. The activity marked the launch of the new Lenovo Aura edition laptop, imagined with Intel.

In its role as Lenovo’s key advertising partner, Assembly orchestrated an industry-leading team to deliver an innovative and seamless media experience. The projection mapping experience, conceptualised by Assembly, Goodstuff and Grand Visual, and created in collaboration with Pixel Artworks, transformed biometric data into art.

The stunt marks the first time a projection campaign has rapidly processed biometric data and real-time scheduling to put an individual’s information on to an iconic building.

The activation took place on 29th November on board Driftwood, a boat hosting celebrities and influencers, including Rylan, Tayce, Mabel and Kyle Thomas. Guests travelled from Tower Bridge to Victoria Embankment and were treated to a range of Aura-themed experiences on board, including the Aura Bot, Lenovo Aura demos, the groundbreaking Interactive Aura experience and themed food and drinks. The event was also supported by Carver, Zeno, and TBA.

The Interactive Aura experience involved guests interacting with a bespoke ‘aura’ reader, by placing their hand on a sensor. A Lenovo Aura laptop, powered by smart AI, captured a photo of the guest, analysed data from the hand sensor to read their aura, and generated an image of the guest surrounded by their personalised aura.

Once the guest had approved the image, it was scheduled for projection onto County Hall and the London skyline at an agreed time slot that evening.

Guests on board the moored boat, as well as members of the public on and around Westminster Bridge, were treated to the surprise interactive projection show, with celebrities’ and influencers’ colourful auras transforming London’s cityscape, highlighting Lenovo’s innovative and creative vision and its cutting-edge projection technology.

Philip Oldham, marketing director UKI at Lenovo, stated, “Our goal was to craft a campaign that showcases the remarkable capabilities of our new Lenovo Aura Edition AI PCs, imagined with Intel. With AI, we’re unlocking entirely new ways to interact and offering highly personalised experiences that revolutionise how we work, connect, and create. Collaborating with our exceptional agency partners, we’ve developed an experience that centres on the individual, bringing Lenovo’s innovation to life like never before.”

Matt Adams, CEO, Assembly Europe said, “As Lenovo’s strategic advertising partner, Assembly is proud to support Lenovo and intel in transforming London’s skyline into an immersive brand experience. This is yet another exciting campaign that showcases Lenovo’s technology with innovative media placements, creating unique, captivating moments. We look forward to continuing our shared journey as we reimagine the possibilities of brand and media innovation.” 

For the auras, the traditional seven colours of Chakra were adapted through the lens of Lenovo, emphasising purples, pinks, and coral tones, with blues, yellows and greens used as supporting colours, ensuring everybody’s aura was both unique and on-brand.