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Creative

The Collective @ LAIR Mirrors Acer’s Swift Laptops with Elegant Dancers

DBL.E PR, 3 months, 2 weeks ago

Tech brand's latest product highlighted by bold aesthetic from We Are Social

The Collective @ LAIR Mirrors Acer’s Swift Laptops with Elegant Dancers

Creative content studio The Collective @ LAIR, in conjunction with Shanghai-based agency We Are Social, today launched a new campaign for tech brand Acer’s Swift 7 laptop entitled #DareToBeSwift, featuring a series of spots running web and across all social platforms- check out the work here and here. This campaign represents LAIR’s growing global collaboration and distribution, on the heels of their recent project with German agency thjnk for car rental company Sixt.

Directed by Stephen Weinzierl, the three spots mirror the elegant moves of dancers with the sleek styling of the Acer’s Swift laptop.The performers’ movements bring life to the themes of lightness, balance, and strength; matching those of the laptop, further emphasising their role in leading trends and style.

In addition, the spots utilise dramatic, vivid colours and visually arresting chalk dust to reflect Swift’s gold and black branding. The colour palette acts as a vital storyteller for this campaign, bringing to mind not only the laptop, but the lustrous modern aesthetic associated with Acer’s innovation.

Weinzierl’s bold and polished aesthetic is heightened by the intricate camera work of the Phantom Flex High-Speed Digital Camera: extreme slow motion is captured 500 frames per second to enhance the movement of the dancers. Similar to his vision in previous projects for BalletMet, Bentley, and Bose, Weinzierl seeks to incorporate design into these spots to illuminate more than the brand they represent.

Advertiser

Brand: ACER

Creative Agency

Creative Director: Joshua Roberts

Creative Agency: We Are Social

Associate Creative Director: Jason Breen

Account Director: Nathan Baker

Production Company

Executive Producer: Theresa Loguercio

DOP: Derek McKane

Director: Steven Weinzierl

Production Company: The Collective @ LAIR

Producer: Mark Aji