Yoga Ecosystem video & photography
Lenovo asked HMX Media to launch its Yoga brand to appeal to an audience of Gen Z creatives. Each model had to have a clear identity and purpose.
As creative director, my approach was to guide the team to create a strongly-branded video campaign that could work across different social channels and platform ratios. The treatment used a stylised setting to present the Yoga brand and establish a visual palette for each model while our cast and screen story showed their performance.
The video treatment and art direction led our client to commission HMX to shoot all the key visual photography for the launch.
Legion: Relentless promo
How do you get gamers excited about a wireless mouse? Throw it through 200 hours of games.
ThinkPad Stories YouTube series
I directed and exec-produced a number of mini-docs focused on different individuals, groups and businesses that use ThinkPads in creative ways.
Legion: At The Heart Of The Action promo
We created three bespoke gaming scenes in this video to get our audience excited about these new gaming headphones. The standard and execution of the 3D resulted in HMX developing a 3D home environment for video and lifestyle photography for Lenovo’s commercial tablet division.
Lenovo & Ducati Corse sponsorship
Since 2018, Lenovo has sponsored Ducati MotoGP. I’ve made a series of videos for the team. There have been a number of challenges: making the role of Lenovo technology remain clear, filming under restricted conditions with a pre-assigned crew, and interviewing team members and riders.