Lenovo Seize The Night

A Short Film That Launched the Ultrabook Era

To introduce Lenovo's IdeaPad U310 and U410 Ultrabooks, this short film followed five young tech geeks—the mastermind, mixmaster, artist, programmer, and engineer—as they collaborate to pull off a spectacular nighttime stunt. The mysterious laptop passes from character to character, dramatizing its unique features as the story progresses. Part of "The Book of Do"—one of the largest coordinated marketing campaigns in Lenovo's history—the film ran across TV, cinema, and online in major markets including the US, UK, Germany, Russia, China, India, and Japan.

The campaign extended into a global "Film Your Own Ending" competition with Campus MovieFest, empowering 15 teams of student filmmakers to create alternate endings. The competition generated hundreds of thousands of views and $30,000+ in prizes, turning the short film into a platform for emerging creators.

Impact: During the campaign period, Lenovo laptop shipments grew 27% YoY. The company achieved record-high laptop market share of 15.4%—eventually reaching 16%—and became the world's largest supplier of laptop PCs. Overall quarterly sales hit $8 billion, a 35% YoY increase.

Press: Ad Age, Creativity Online

Role: Concept