Lenovo Awaken Ideatab Ad Campaign – Behind the Scenes

September 19, 2013

The creative team at DIGITAS NY reached out to me to photograph and direct the key art for Lenovo‘s global Ideatab launch of the new AWAKEN ad campaign. Working closely with the creative team in New York and Boston we wanted to create a cohesive still and video campaign for each of the four tablets that could stand alone or work side-by-side for the print, interactive and broadcast placements.

Our goal was to create powerful moments of users engaged with their device that read well in stills and video; the moment of total attention that awakens all your senses and consumes you. Audience matching the device with the millennial users was essential for the overall success. The style guide and story boards were built on edgy, screenesque lighting that would suggest the tablets and activate the dynamic expressions of the talent.

We had a high degree of confidence going in but with such a tight turn-around it was totally execution dependent. With the help of an incredibly talented and dedicated production team we cast (16) real people talent for multiple global markets and delivered the entire campaign shot, retouched and edited in two weeks.

Creative Team:

Michel Leroy – Photographer / Director

Agency – DIGITAS:
Brian Smith – VP/Dir Executive Producer
Doris Chung – VP/Group Director, Creative
Joseph Palmer – VP/Director Creative
Nicole Tatlow – Account Director
Lisa Oropallo – VP, Director Art Production

Tom McWilliam – Director of Photography
John Cooper – 1st Assistant Camera
Jonathan Nelson – 2nd Assistant Camera/DIT
Jonathan Orenstein – Lighting Director
Takeshi Hayashi – Photo Assistant
David Jaffe – Digital Tech
John Klukas – Gaffer
Nina Day – Casting Director
Emma Pritchard – Stylist
Emily Jenkins – Stylist Assistant
Lauren Bockow – Stylist Assistant
John Davison – Set Designer/Props
Flora Kay – Makeup Artist
Yuki Yamazaki – Hair Stylist
Stanislav Ginzburg – Retouching

Jake Hakanson – Producer
Stephanie Sauer – Production Assistant

Michel Leroy
Michel Leroy is an award-winning photographer based in New York City. Working with a select team of professional creatives at 2X Productions LLC they create advertising campaigns and social media solutions for advertising, media and corporate clients. Repeatedly clients including The Food Network, Adidas, Nike, Intel, Lenovo, GE, Pfizer, Bayer and L'Oreal have trusted Michel Leroy to connect their brands to customers through photographs with insight and narrative. Michel Leroy is a brand ambassador for Manfrotto US, Lastolite by Manfrotto and the range of Vitec brands in the professional photographic community.

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