Lenovo and creative agency SuperHeroes AMS | NYC | SGP have teamed up to create a breathtaking new campaign that captures the spirit of summer.
Launched to celebrate the release of the Lenovo Yoga Slim 7x laptop, the campaign visuals consist of seven films from eight award-winning AI artists.
SuperHeroes tasked the artists to create their own unique interpretations of a "good good summer" to allow for creative freedom, giving them the chance to demonstrate the capabilities of the laptop's Snapdragon Elite X processor.
Each of the following participating artists submitted vastly different films, utilizing AI in ways that reflected their style:
- Cinem.ai
- Ethereal_Gwirl and LeMoon.Synthograph
- palpa_visuals
- pancakepie360
- Paul Trillo
- Ümüt Yildiz
- Ulises Studio
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According to Rogier Vijverberg, Chief Creative Hero at SuperHeroes, the films were created by filmmakers and artists whose art is elevated to a new level by using a mix of AI and digital skillsets.
He continued by highlighting the campaign's connection to "Made with Lenovo Yoga," the company's overarching global campaign made for and by creators.
“This new initiative continues our successful partnership with SuperHeroes and next-gen creators whose work stops viewers in their feeds with captivating content," Archit Mardia, senior brand manager at Lenovo, added.
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There are many different types of AI, the one used in creating art like in the case of Lenovo's campaign, is called Narrow AI or artificial narrow intelligence (ANI), which is trained on massive data sets to excel in a specific task.
Although audiences are divided when it comes to the use of AI in creative executions, it can't be denied that it has promise.
Brands need to ensure that AI is used in a campaign for a product that complements the technology and in a way that highlights human creativity, like what Lenovo did.
AI Bringing Visions to Life
A surreal, vibrant film by pancakepie360 depicts a pink teddy bear writing about her birthday party in her diary.
Featuring hundreds of anthropomorphic animals celebrating and putting on parades, the spot is instantly eye-catching.
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Similarly, AI was used to generate stimulating images for palpa_visuals' nautical psychedelic piece, which features shape-shifting sea creatures in what looks like a fantasy water park.
Meanwhile, Pierre Zandrowicz (known as Cinema.ai) used AI to generate a slow and solemn film that captures the joy and wonder of a classic childhood summer.
Sunny skies and deep blue waves cascade together in this work, creating beautiful images that set a contemplative mood.
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Ulises Studio's entry also contains vivid summer scenery with a sweet twist.
In this film, trees made of ice cream cones tower over the surroundings, stretching as far as the eye can see.
A similar summery spot created by Ümüt Yildiz blends different recognizable elements, featuring a surreal landscape of beach balls, cold drinks, and walks on the beach.
Presenting a wildly different take, artists Ethereal_Gwirl and LeMoon.Synthograph depicted living inflatable animals as they celebrate summer in an off-kilter world.
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Finally, a film by Paul Trillo depicts a cloud-covered sky that shifts and changes into different forms.
Clouds converge and flow, taking the shape of dancing people and outstretched hands. A highlight of the campaign, the film was made in collaboration with choreographers Hok and Erica Klein.
The campaign will run across social media and paid support by Lenovo, in partnership with Qualcomm, with each of the videos shared by the artists on their socials.
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Enlisting AI companies in advertising has slowly increased over the last year to varying degrees of success.
Toys 'R' Us previously drew criticism in June for a commercial created with OpenAI, with critics citing a lack of creativity that resulted in a lifeless video.
Although Lenovo's latest campaign was an exercise in creativity and uniqueness, it remains to be seen whether AI-generated media will stay relevant within the advertising space.
Editing by Katherine 'Makkie' Maclang
