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Lenovo

The world of laptops today is split between the design focused and the durability focused. In the centre, there's ThinkPad. They are engineered to be so durable they can withstand almost anything. Yet at the same time sacrifice nothing in the way of design. We wanted to show the beauty in ThinkPad and it's durability. We created hyper-real studio environments and built tension through extreme slow motion and sound design. Each film used real working products that functioned throughout the entire tests. There was no CGI used, and each set-up represented a real test performed by actual engineers, shot in a single take.

 

The world of laptops today is split between the design focused and the durability focused. In the centre, there's ThinkPad. They are engineered to be so durable they can withstand almost anything. Yet at the same time sacrifice nothing in the way of design. We wanted to show the beauty in ThinkPad and it's durability. We created hyper-real studio environments and built tension through extreme slow motion and sound design. Each film used real working products that functioned throughout the entire tests. There was no CGI used, and each set-up represented a real test performed by actual engineers, shot in a single take.

 
 

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Created with talented people at Ogilvy New York
Creatives: Ian Going & Kevin Reilly
ECDs: Mike Hahn & Ryan Blank