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.
Creative Agency: We Are Social
Creative Director: Joshua Roberts
Associate Creative Director: Jason Breen
Account Director: Nathan Baker
Production Company: The Collective @ LAIR
Executive Producer: Theresa Loguercio
Director: Steven Weinzierl
DOP: Derek McKane
Producer: Mark Aji