merit
AI is often seen as either a creative threat or an efficiency tool. But what if it’s used to enhance the creative craft of storytelling? SuperHeroes worked with Lenovo and eight award-winning and world-renowned AI filmmakers to deliver mind-blowing interpretations of why “It’s Gonna Be A Good, Good Summer.”
The campaign not only was living proof of Lenovo Yoga’s laptop’s power, it also showcased how AI as a creative craft can bring ideas to life in new ways. To inspire young creatives around the world, it was followed up with a How I Did It series, in which the artists provided a behind-the-scenes look into how their films were made from ideation to tools and process, and how Lenovo Yoga made it all possible.
Our brief was to highlight the new Lenovo Yoga Slim 7x: a game-changer for creators using AI. But, AI art is super polarizing: the biggest misconception around AI art is that there’s no artist involved. Haters think they just push a button for magic results. Not so.
The reality is that the artists we select are elite/heavyweight artists. They’re crafters, tinkerers, and mad scientists, who use AI as an extension of their existing creative skill sets. We asked our artists to create content that pulls the curtain back and reveals what it takes to make amazing AI art.
Our biggest challenge was to overcome the skepticism around creativity and AI - which is why we also created How I Did It films with the artists - to showcase how AI can infuse and energize the creative process without compromising the integrity, authenticity, and art at the heart of creative work.
The result is seven original films by digital creators selected and briefed by SuperHeroes demonstrating the artistic capabilities of AI and new digital tools which were shared across social channels and paid support by Lenovo in partnership with Qualcomm.
The films range from a magical journey of clouds performing a ballet to inflatable swim toys dreaming of summer’s coming, summer through a child’s eyes, and a story of summer love through a bear and zebra’s summer party reunion.
We also released ‘How I Did It’ videos by the AI artists two weeks post-campaign launch. These videos give the AI community, digital creators, and the public an inside look at the tools and techniques each artist uses to create their films.
The campaign resulted in no less than 12.4M impressions and 4.4M completed video views - a 35% video view rate (industry benchmark = 15%). On top of that, we got over 74K engagements (likes, shares, comments, clicks). This builds upon the work we've been doing all year for Lenovo which has increased Yoga Pro sales drastically and resulted in a 15% uptick in global brand awareness amongst their young Gen Z audience.
All of the work was created with a wide range of AI tools. Main tools were Comfy UI, Runway3, Midjourney, Luma, Elevenlabs and Topaz.
