To continue on the “Users Happen” campaign, Lenovo asked us to promote the new X1 device family. We had to up our game to connect with our marketing-averse IT audience—cue the explosions.
Lenovo X1 devices are MIL-SPEC tested for temperature, liquids, dust, and impact. So we took that idea further and envisioned a top-secret facility where dedicated technicians recreate the absurd user scenarios that actual IT people have reported. We tapped Geoff Heron and 32-Ten Studios to create our bustling laboratory and bring blockbuster level FX usually reserved for dinosaur parks and Caribbean pirates. Needless to say, we had another hit on our hands.