Project:

Lenovo

'Legion'

Type:

Animation

 

Lenovo presented us with the opportunity to embark on a journey of discovery to define the identity of the Lenovo Legion. We sought to create a mysterious world and a visual experience that expresses the authenticity of products created by gamers for gamers. We wanted to elicit the feeling that these products are different because they were made to capture and express the essence of being a gamer.

 

We crafted a cinematic experience and a message that speaks directly to gamers in a way that ensures that the brand’s identity will resonate with them and their community.

Credits

Gentleman Scholar Credits

Production Company: Gentleman Scholar

Creative Directors: Chace Hartman, William Campbell, Will Johnson

Executive Producer: Christina Roldan

Associate Creative Director: JP Rooney

CG Lead: Adam Burke

Senior Producer: Sue Yee Hubbard

Designers: Cristina Barna, Trish Janovic, JP Rooney

Modelers: Alek Vacura, JP Rooney

Lighters: Cody Chen, Christina Kim, Michael Papagni,

Compositors: Jeff Billion, Denis Kozyrev

 

 

Client: Lenovo

Agency: Ogilvy

 

Chief Creative Officer: Alfonso Marian

Executive Creative Director (s): Mike Hahn and Ryan Blank

Senior Art Director (s): Kevin Reily and Lauren Van Aswegen

Senior Copywriter: Ian Going

Executive Director of Content Production: Jenny Gadd

Executive Producer: Eric Soloway

Agency Producer: Oliver Horvat

Business Manager: Sean McGee

Account Director: Samantha Devine

Account Executive: Alexandra Wallace

Account Management Supervisor: Katherine Connolly

Agency Project Manager: Krystal Bullard

Agency Music Producer: Karl Westman

Sound Designer: Marshal Grupp (SoundLounge)

Music Composer: Xander Rodzinski (Freelance)

We sought to create a mysterious world and a visual experience that expresses the authenticity of products created by gamers for gamers.

Behind the Scenes

In our world, viewers first see a cloaked figure with its face appearing as the glowing Legion logo. In an abstract, darkened world, 3D grids and shapes transform and illuminate, erupting into pristine, pulsating objects that resolve into the distinct Lenovo Legion Laptop and its accessories. Stylishly relating the tale of the Legion from the collective point-of-view, the voiceover commentary states, “We don’t just play the game. We live it,” on its way to concluding, “We are one. We are Lenovo Legion.”

Collaborators by Design