LENOVO
THINKBOOK GLOBAL LAUNCH
Role: Creative director, copywriter, UX designer
Give your employees the right tools and they will give you their all
A new generation of employees are taking over the workforce. The businesses that understand technology's role as a catalyst for a young worker's potential will be the ones that innovate, retain talent, and grow.
The first-ever Lenovo ThinkBook meets the tech expectations of the new workforce while providing small and medium-sized businesses built-in security and support features essential for digital transformation.
I was the creative lead and copywriter for all assets, also editing for the promotional magazine. I directed UX/UI design and led development implementation for the web experience.
The first-ever Lenovo ThinkBook meets the tech expectations of the new workforce while providing small and medium-sized businesses built-in security and support features essential for digital transformation.
I was the creative lead and copywriter for all assets, also editing for the promotional magazine. I directed UX/UI design and led development implementation for the web experience.
Interactive
The web experience was an extension of our editorial approach to the campaign, taking a lighter touch to messaging product features and instead focusing on the tech expectations held by a rapidly evolving workforce and contextualizing the Thinkbook as a suitable solution for workers who demand hardware that can match their flexible approach to work.
Launch ad
To many small- and mid-sized business owners, a laptop is a laptop; any will do just fine. But workers rarely see it the same way. Identifying this point of disconnect was the key message of our campaign, selling a cultural truth about how workers view technology.
"They're your heartbeat...Until you hand them a laptop that takes longer to boot than the sun takes to rise. They'll use it, but probably just to print their resumes. Give them the tools and they'll give you their all."
Magazine
To educate business owners on the generational and technological transition taking shape in the workplace, we created a short magazine that covered everything from millennial and gen-Z work expectations to IT security.
Credits:
Agency: The Woo
Executive Creative Director: Valerie Moizel
Associate Creative Director: Jonathan Miller
Art Director: Darren Ngyuen
Art Director: Nathan Huft
Designer: David Ruelas
Contributing Writer: Alyssa Albert
Art Director: Darren Ngyuen
Art Director: Nathan Huft
Designer: David Ruelas
Contributing Writer: Alyssa Albert
Contributing Writer: Amanda Wallace
Contributing Writer: John McDermott
Contributing Writer: Laura DiDio
Producer: Lorna Paul
Director / Editor: John Wynn
Contributing Writer: John McDermott
Contributing Writer: Laura DiDio
Producer: Lorna Paul
Director / Editor: John Wynn
