The series is selling Lenovo Smartphones to the young urban professional market. The colours are monotonous and metallic apart from the strong red ribbon flowing through through. They are tools, yet are intrinsically beautiful simply because of what they are. Similarly Lenovo have created these smartphones as tools to help you achieve, to allow you to do - they're not just fashion accessories.
Using a mix of photography and CGI, this series promotes a calm yet dynamic feel, full of simplicity with an advanced twist. They’re professional, together and sleek - just like the target audience.