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Lenovo’s latest campaign celebrates digital artistry and creativity while introducing the world to its Yoga Pro 9i laptop (called the Slim Pro 9i in North America).
Led by creative agency SuperHeroes New York, the mixed reality campaign enlisted 3D artists who used Lenovo’s Yoga Pro 9i laptop to create assets for social media that feature real world landmarks and graffiti being transformed or redesigned in creative ways. The digital imagery can be viewed across TikTok, Instagram and YouTube.
The campaign uses digital artwork from eight artists: @origiful, @hati.hait.mas, @shanef3d, @eravfx, @marblemannequin, @mreGFX, @shutterauthority and @scaprendering.
“For young creators, the city is their playground,” said Rogier Vijverberg, founder and chief creative hero at SuperHeroes. “Using their smartphone and newly available AI-driven 3D image capturing tools, digital artists can now place their artworks anywhere they like, creating work in a new category we are calling extended reality.
“The art of graffiti is actually turning 50 this year,” he added. “I am seeing this new digital street art project that we’re doing with Lenovo as an ode to groundbreaking creativity.”
In addition to these social media posts, the campaign will also feature a collaboration with creator community It’s Nice That‘s Shane Fu (also known as Shanef3d) and Bushwick Collective street artist Hoxxoh, who have created a digital version of a street art mural found in Bushwick, Brooklyn. Through this campaign, Fu will describe how he uses Lenovo’s Slim Pro 9i to create his art.
Daniela Idi, global premium consumer director at Lenovo, said, “Our goal with this campaign is to inspire a new generation of creators to take digital art to new places. Inspiration is everywhere and making high level executions is now more accessible than ever. To further support young artists, we are also organizing a mentorship program that lets aspiring 3D artists work with a Lenovo Yoga Pro 9i and connects them with the pros from our campaign.”
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