EP+Co., Director Reiff Team On Pixel Showcase For Lenovo YOGA 910 Notebook
This one-minute spot for the Lenovo YOGA 910 notebook--created by EP+Co. (formerly Erwin Penland), directed, shot and edited by Manfred Reiff and produced by JH Artist Group--uses grains of rice to represent pixels in a visually impressive demo of what 4K resolution looks like on the new Lenovo YOGA 910.
The voiceover reveals that standard definition screens have 350K pixels, while HD screens have 2 million pixels. While the voiceover is explaining this, we see a team of black-clad artists in a studio starting to assemble a rice sculpture on a flat white platform, similar to how Tibetan monks create Buddhist sand mandalas. As the spot progresses, we see they’re creating a giant eye--paying off the copy line that, with the YOGA 910, “you can see every last detail.”
Client Lenovo Agency EP+Co. John Cornette, EVP; R.G. Lacandola, associate creative director; Mikael Kriisa, sr. art director; Jimmy McDonald, copywriter; Danny Miller, VP, director of content production. Production JH Artist Group Manfred Reiff, director/DP/editor; James Hendershot, exec producer; Ron Heard, line producer; Megan Caponetta, art director, prop stylist.
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