X1 Labs

Home / work / Lenovo

The study of negligence

Lenovo X1 campaign

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.