case studies

‘Anatomy of a creative process,

LENOVO - ThinkPad T Series

Brief & Business Objectives

  • Lenovo’s ThinkPad division approached us for the launch of these new generation of laptops. T- Series is known as the ‘workhorse’ of the ThinkPad family and the marketing department wanted to make an impact for its launch at WMC 2022, which welcomed 60,000 people.

  • ThinkPad T series, first introduced in 2000 and Lenovo’s most successful business laptop, has long been the workhorse of the portfolio designed to meet the needs of a broad range of business users: it addresses the productivity and collaboration needs of a widely diversified workforce.

  • The key takeaways of the brief were centred around three pillars: productivity, power and mobility.

Our stra
tegy

TREATMENT

To address the production limitations caused by the pandemic, we employed a full CGI pipeline to create a compelling and clear animation film. The film showcases the three products in a minimalist, abstract space to highlight product details while presenting each laptop and its unique features.

The film's color scheme incorporates light and dark greys, reflecting the two available product color options, with occasional flashes of colours from the Lenovo Harmony color palette. The edit style, visual language, animation, and typography convey a sense of performance, lightness, and mobility, maintaining audience excitement throughout.

The copy is concise, ensuring that features and their descriptions are closely aligned. Additionally, we proposed three varied soundtracks to create a dynamic and engaging edit.

Our narrative unfolds across three sections: design, performance, and mobility/security, with UX integrated throughout. Each section is led by the hero model, T16, followed by the other two models. Since the models share many features, we focus on the T16, showcasing the other models only when relevant to keep the narrative smooth and linear.

To enhance engagement, the edit features a dynamic pace with quick cuts interspersed with longer shots that isolate and emphasize each feature.

T-Series

Mood

board

Inspiration - We collected the main key visuals and concepts to convey the look & fill of the whole film. Adhering to the core treatment, this was essential for the pitch.

The right framework - We wanted to convey a sense of space, lightness, and energy. This is the framework for the video we’ll produce. It assists creatives and storyboard artists in visualizing the key style elements. Next comes the storyboard, based on the script.

SCRIPT

Here are some script samples compiled alongside the treatment deck for the client pitch.
We presented each super in light blue and indicated the related product model in orange for immediacy.
Our proposal was met with positive client feedback, prompting us to swiftly transition to the storyboard phase, where we fleshed out the script into scenes.

storyboard

Below are some of the storyboard deck’s frames, hand-drawn by one of our storyboard artists. We kept the frame style quite basic to match the minimalistic treatment. The aim is to focus on the product. This also allowed for quicker feedback turnaround and more room for R&D when we kicked off the 3D production.

production

3d Pipeline phases

Layout

R&D

simulation

beauty shot

Style frames

motion   graphics

VFX

Final animation

Milestones

  • With any CG production, the first milestone is always achieving the first tests and refining the grayscale. This often involves multiple rounds of edits and feedback. Layout, props, composition, pacing, animation nuances, simulations, and editing are key factors in shaping up the initial client preview.

  • In parallel with the grayscale inception, we initiate the look development through texturing and lighting. We prepare a series of style frames (selected from the storyboard scenes) for client preview purposes. In close collaboration with supervisors and designers, we typically propose 3 to 5 style frames. Once approved, we can apply the finalized style to each shot individually.

  • The MG & VFX team kicked off at the same time. This process also involves compositing, so this team needs to work in tandem with animation and lighting leads to perfectly blend the process. The process has been very smooth, but to achieve a convincing zoetrope effect, we pushed a bit further.

  • In the midst of these three vital processes, we had an ongoing exchange of communications with the client. They were very helpful in providing materials and feedback in a positive and constructive way. There has been the usual back-and-forth for re-timings, re-edits, and various amendments in order to perfect the piece, tailoring it to the client’s marketing needs.
    Delivery was very well received and the general process has been overall smooth.
    Always great to work with the guys at Lenovo!

KEY RESULTS

The launch film generated over 1 million impressions within the first few days. The results exceeded our expectations, as this number was 100 times better than the average viewership. Lenovo adopted it as the flagship piece for their portfolio on web platforms and social media.

Thank you!

de Gournay & Bing Xu

‘When Attitude Becomes Form’

Role: Writer/DOP/Art & Creative Director
Agency: Toobee Studio

For this co-branding campaign launch, De Gournay approached me to create a film and a set of photos.

de Gournay is renowned for its bespoke, artisanal approach to interior decor. de Gournay’s wallpapers often feature intricate, detailed designs inspired by traditional Chinese and Japanese art, as well as other historical and natural themes.

Bing Xu is recognized for merging traditional Chinese aesthetics with modern fashion sensibilities. Bing Xu’s designs often incorporate luxurious materials and unique, artistic elements, making them standout pieces in the world of fashion.

This partnership merges attitudes, elevates forms, and transcends mere fashion. Bing Xu infuses the essence of de Gournay’s heritage into classic Bing Xu shoes, birthing a collection that redefines East meets West.

The campaign concept revolves around synergy:

In a world where every step makes a statement, we proudly unveil a unique collaboration between de Gournay and Bing Xu through this film and photo series.

Creative Proposal:

Set amidst the English countryside, our lifestyle shoot aimed to capture Bing and friends lounging in the collaborated shoes, epitomizing summer vibes against a backdrop of de Gournay wallpaper. We celebrate individuals who express themselves authentically, transcending trends.

Treatment & Script:

We crafted a visual narrative at Harpsden Court, blending timeless beauty with luxury wallpapers and stylish footwear. Our goal was to inspire the audience to embrace casual elegance and refined taste. This vision was captured in a treatment deck, followed by a storyboard and shotlist. A mix of drone and steadycam indoor and outdoor shots seamlessly weaves the story together. Along with the music, the edit injects energy and spontaneity into the storyline.
This film will emphasize Gournay’s luxurious wallpaper designs intertwining with Bing Xu loafers and slippers, forming a cohesive ensemble that mirrors the wearer’s unique personality and style.

Cast & Set Design

We assembled a cast of young, successful professionals with the right look and attitude. Floral settings, catering, furniture, and tapestry played a crucial role in setting the tone. Logistics were carefully managed to ensure that footwear prototype production time aligned with mansion availability.

Look & Feel

Cinematography prioritized capturing effortless chic and refined luxury, while styling reflected the laid-back elegance of the countryside lifestyle, enhancing our aesthetic. Throughout the shoot, we wove a narrative celebrating life’s simple pleasures, exuding warmth, sophistication, and effortless charm, inviting viewers into our co-branding collaboration’s world.

Key results & press

The campaign film attracted 52,000 impressions on the brand's owned social media channels. The campaign content series was highlighted by WWD, the prestigious fashion-industry trade journal known as "the bible of fashion," and was lauded by Jing Daily, a trade media outlet specializing in luxury in China. This exposure increased the impressions to over 1 million within a week of the official launch.