LENOVO #ThinkFirst

Brief:
The new range of X1 ThinkPad is the culmination of 30 years of innovation and progression - a brand
that continually asks themselves and those around them ‘what’s next?’

Lenovo wanted to reach the ‘progressives’ of this world, the people that push, explore, solve and
imagine; the people that continually innovate, look to the future and strive to be first.

Idea:
Seek out progressive tastemakers and invite them to share their own personal views on the future.

We launched #ThinkFirst with two hero films featuring Lenovo’s Chief Design Officer, David Hill and
Author of ‘The Dark Net’, Jamie Bartlett. Each explored the question ‘what’s next?’ and how they see
the world around them changing the way we approach our future.

To support these films, we turned to some of the world’s most creative thinkers, including beatboxer
and World Looping Champion Shlomo, photographer and Reddit viral sensation Kyle Thompson, and
3D graffiti artist Replete, again, asking them ‘What’s next?’

Using both long and short- form content, we showcased authentic stories that gave insight into the
thought process, methods, inspirations and focus of our ThinkPad users - the leaders that #ThinkFirst

Role:
Creative Director.

Shlomo - beatboxer and World Looping Champion