Lenovo Tab M10
Role: Writer/Art & Creative Director
Agency: HMX
The Brief
In spring 2023, Lenovo's tablet division commissioned us to create a series of captivating attract loop videos. These videos were part of a broader campaign targeting trendy students aged 16 to 24. The goal was to produce powerful, loopable films that would entice viewers to explore the Tab M10 and Tab P12 products in retail settings.
Lenovo emphasized the need for premium content that highlights the most appealing product benefits. The overall length of each video was expected to be around 30 seconds.
Key Message
These are superior tablets that offer big experiences on a big display: perfect for entertainment, ideal for learning with the pen, and efficient for getting tasks done with the keyboard.
Our approach
For the 2023 range of Lenovo tablets, we wanted to create a master treatment for use with all the attract loops. These loops are for retail, where Lenovo tablets are displayed together. Because of this, our treatment is strongly branded and use a consistent yet striking visual style to convey each model’s performance and user experience. The challenge is to create a memorable visual treatment that can work across the entire range - from premium to entry-level models.
Global TREATMENT
The Lenovo tablet position for 2023 is ‘me-time’. This theme conveys the relationship our broad audience has with its tablets. They use their tablets to escape the day-to-day instead of a second screen or a supplementary work device. Our route plays into this idea of ‘me-time’. However, for our audience, escape is not about relaxing but using their tablet for entertainment and self-improvement.
Our master attract loop theme is: Me-time as a journey
Our route immediately grabs our audience’s attention when they’re in-store with an animated sequence that expresses the experience they can expect from choosing a Lenovo tablet. Our attract loop segments into three broad, master-treatment themes that reflect our audience’s requirements for a tablet: entertainment, self-improvement and ease of ownership. Within these three themes, our animations express the attributes of the specific tablet model - typically, display, design, performance, audio and battery.
How the master-treatment themes look
We want the three master-treatment themes to feel instant, quick and visually rich. When you pick up a tablet, nothing stands in the way of enjoying whatever you love - you just touch the screen. Instant and quick, and because the interface is a display, the experience is always visual and as big as the device. The look of our master-treatment themes reflects this big-visual experience. When we show our journey online, we see browser tabs opened as we watch our imagined owner follow a subject from a browser tab to TikTok, a Reddit convo, a YouTube tutorial, a podcast, or an app. If there is a way of describing this journey, then it’s ‘one interaction leads to another’. The speed of discovery and the richness of the journey shows the possibility of owning a Lenevo tablet. Where will your me-time journey take you?
The subject reflects the audience’s interest
Whatever subject our imagined owner searches for is determined by the positioning of the tablet. If the tablet has 5G that subject could be camping and outdoor adventuring. Camping content is now unique to the M10 attract loop, but how we show it is the same as the other attract loops: it’s instant, quick and visually rich. If the tablet is aimed at families and younger children, then we show content for children in an immediate, fast and visually intricate way.
supers
We wanted to use an effective language that is fun, fresh, inviting, attractive with strong stopping power.
Fun time
any time
UNLEASH
with 5g
your ideas
Run
Run
Run
with 5g
yousee
searchwhat
with Google Lens
all the juice
YOU’LL EVER
need
with 5g