Lenovo Yoga Tab — Launch Campaign
Creative Direction, Design & Motion
Created in collaboration with HMX Media, this motion-led product campaign introduces the new Lenovo Yoga Tab through a continuous creative workflow. The film showcases how the tablet's tools, pen experience, eye tracking, and Lenovo Qira work together within a single creative session—from sketching an illustration and transforming photography into artwork, to writing, refining, sharing, and collaborating through one seamless flow. The goal was to make the technology feel intuitive by presenting each feature as a natural step in the creative process rather than an isolated interaction.
Visually, the challenge was to build a distinctive motion language using the Yoga product palette rather than Lenovo's broader brand colors. Restricting the visuals to rich maroons, purples, and pinks encouraged us to find depth through lighting, materials, typography, tactile illustration, and expressive motion. Centered around a surreal whale soaring above the city, the result combines kinetic type, 3D product animation, handcrafted illustration, and AI-assisted interactions into a vibrant, cohesive experience that celebrates creativity in motion.
Early design experimentations:
Style frames:
