Lenovo Yoga ecosystem launch

Lenovo asked HMX Media to launch its Yoga brand to appeal to an audience of Gen Z creatives. Each model had to have a clear identity and purpose. As Creative Director, my approach was to guide the team to create a strongly-branded video campaign that could work across different social channels and platform ratios. The treatment used a stylised setting to present the Yoga brand and establish a visual palette for each model while our cast and screen story showed their performance. The video treatment and art direction led our client to commission HMX to shoot all the key visual photography for the launch.