Lenovo Yoga

The Situation

Lenovo needed us to break them out of their perception as a value brand among the Elite Gen Z consumer, and to have them be embraced as a premium, essential tool for heavy-lift creators.

The Challenge

Rather than focus on features and specs, the only way we were going to make an impact was by enlisting an unexpected, highly engaging, beloved multi-talented creator and telling their story.

What We Did

Through the Engineered To Do It All campaign, we spoke to the elite creators out there, telling the story of T-Pain the podcaster, producer and drift team owner, using the Yoga line to unleash his innovation and imagination.