Lenovo has tapped into the power of creativity for a new global marketing campaign using mixed reality to introduce the all-powerful Lenovo Yoga Pro 9i laptop. It reimagines street art for the digital space with works of some of the leading global digital artists.
The campaign is led by Super Heroes NY, who enlisted some of the world’s top 3D creators who fuse real-world graffiti and iconic buildings and streetscapes with inventive digital imagery, that runs across Tik Tok, Instagram and YouTube.
Rogier Vijverberg, founder and Chief Creative Hero at Superheroes, believes that the city is a playground for young creators. “Using their smartphone and newly available AI-driven 3D-image capturing tools, digital artists can now place their artwork anywhere they like, creating work in a new category we are calling an extended reality.” He said the art of graffiti is turning 50 this year. “I am seeing this new digital street art project that we’re doing with Lenovo as an ode to groundbreaking creativity.”
Daniela Idi, Lenovo’s Global Premium Consumer Director, explained the campaign is to inspire a new generation of creators to take digital art to new places. “Inspiration is everywhere and making high-level executions is now more accessible than ever. To further support artists, we are also organizing a mentorship program that lets aspiring 3D artists work with a Lenovo Yoga Pro 9i and connects them with the pros from our campaign.”
The campaign also spotlights the creative collaboration between Bushwick Collective street artist Hoxxoh, and digital artist and TikToker Shanef3d. They created a digital version of a street art mural in Bushwick, Brooklyn.
