- Wednesday, Aug. 23, 2017
A cinematic new animated trailer for Lenovo's Legion brand is debuting online and in targeted media outlets all around the world this week. The project was conceived by creatives at Ogilvy & Mather New York in partnership with bicoastal creative production company Gentleman Scholar.
At this year's Consumer Electronics Show in Las Vegas, Lenovo® Legion was launched as a dedicated sub-group for gaming PCs. Continuing to demonstrate how "different makes better," the brand reached out to its growing community of gamers for input on their specific ideas and needs. The Legion name is one direct result of their input, reflecting Lenovo's commitment to community engagement and the immersive experiences now represented through its new products, which include the Lenovo Legion Y920, Y720 and Y520 Laptops currently debuting in key markets around the world.
Featuring state-of-the-art technologies that captivate every sense – driving immersive VR through NVIDIA® graphics, premium sound with Dolby Atmos®, and increased performance with the latest 7th Gen Intel® Core™ i7 processor – Lenovo's Legion line exists to fulfill the gaming community's demand for superior gaming experiences.
Embracing the brand's signature spirit of differentiation, Ogilvy New York's team envisioned treating the debut of Legion less like an ad and more like an epic trailer for a videogame. According to executive creative directors Ryan Blank and Mike Hahn, "The idea was to spotlight this community of Legion gamers and to recognize them as what they are - a force to be reckoned with. In our original script, we found ways to have the action set within scenes that are inspired by popular videogame genres, from puzzle games to RPG empire expansion and first-person shooters." Additional members of the agency's creative team behind "A Message from the Legion" include senior art directors Kevin Reilly and Lauren van Aswegen, and senior copywriter Ian Going.
To bring its vision to life, Ogilvy's executives turned to Gentleman Scholar, which has built a solid reputation for highly inspirational productions spanning from live-action to animation, Virtual Reality and everything in-between. For this 100% CGI production, the team was led by creative directors Will Johnson and Chace Hartman. Credit also goes to associate creative director JP Rooney, CG lead Adam Burke, and senior producer Sue Yee Hubbard, among many others.
In the film's action across 45 seconds, viewers first see a cloaked figure with its face appearing as the glowing Legion logo. In an abstract, darkened world, 3D grids and shapes transform and illuminate, erupting into pristine, pulsating objects that resolve into the distinct Lenovo Legion Laptop and its accessories. Stylishly relating the tale of the Legion from the collective point-of-view, the voiceover commentary states, "We don't just play the game. We live it," on its way to concluding, "We are Legion. Join us."
For the designers, this was a momentous opportunity to create a mysterious world showcasing the heart of these premier gaming products. "Our client and agency partners gave us a lot of creative freedom to interpret the overall brief, and create the cinematic end result," Hartman said. "The timeline was tight and in the end, everyone was happy with the final film - which says a lot about the talents of everyone involved."
In the trenches, the otherworldly visuals were created using a combination of Side Effects Software's Houdini, Autodesk Maya and The Foundry's Nuke. "Many of the assets were created in Houdini, which gave our artists the most flexibility for art direction," Rooney explained. "As one example, we were able to change the shape of the ‘egg' at any point, and the way that it shattered would update automatically. We also were able to adjust the digital fluid in a similar way to get the exact look we wanted."
Rooney continued, "We also tried to get our 3D data into Nuke quickly, so we could take full advantage of its advanced compositing features as early on as possible."
Of course, every major videogame trailer demands a breathtaking score. For "A Message from the Legion," that is courtesy of composer Xander Rodzinski in tandem with sound designer Marshall Grupp of Sound Lounge. "Music and sound design were imperative for us all, and we were closely involved in shaping the sound and tone for this project from the beginning," Hartman added. "Hearing Xander and Marshall's artistry in concert with the picture is a sublime experience."
Complete project credits are available upon request. Discover more at http://www.lenovo.com/gaming.
About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named both the Cannes Lions Network of the Year and the EFFIEs World's Most Effective Agency Network for two consecutive years, 2012 and 2013. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit http://www.ogilvy.com, or follow Ogilvy on Twitter at @Ogilvy and on Facebook at http://www.facebook.com/Ogilvy.
About Gentleman Scholar
Gentleman Scholar is a creative production company drawn together by a love for design and an eagerness to push boundaries. Since launching in Los Angeles in 2010 and expanding to New York in 2016, Gentleman Scholar has staked its claim across all media platforms. In the hands of its diverse team the company continues to evolve in the disciplines of live-action production, animation, digital exploration, print, and VR. Experience its powerful fusion of story, style, technology and design at http://gentlemanscholar.com.
All trademarks appearing herein are the properties of their respective owners.
Spot Name: Lenovo “Legion”
Main Tools: Side Effects Software’s Houdini, Autodesk Maya and The Foundry’s Nuke.
Debut Date: 8/21/17
Running Time: :52
Chief Creative Officer: Alfonso Marian
Executive Creative Directors: Ryan Blank, Mike Hahn
Senior Art Directors: Kevin Reilly, Lauren van Aswegen
Senior Copywriter: Ian Going
Executive Director of Content Production: Jenny Gadd
Executive Producer: Eric Soloway
Agency Producer: Oliver Horvat
Business Manager: Sean McGee
Account Director: Samantha Devine
Account Executive: Alexandra Wallace
Account Management Supervisor: Katherine Connolly
Agency Project Manager: Krystal Bullard
Agency Music Producer: Karl Westman
Production Company: Gentleman Scholar
Creative Directors: Chace Hartman, William Campbell, Will Johnson
Executive Producer: Christina Roldan
Associate Creative Director: JP Rooney
CG Lead: Adam Burke
Senior Producer: Sue Yee Hubbard
Designers: Cristina Barna, Trish Janovic JP Rooney
Modelers: Alek Vacura, JP Rooney
Lighters: Cody Chen, Christina Kim, Michael Papagni,
Compositors: Jeff Billion, Denis Kozyrev
Music Composer: Xander Rodzinski
Sound Design Company: Sound Lounge
Sound Designer: Marshall Grupp