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.