Blacklist and Agency The Woo create an all-consuming spot for Lenovo Computer’s new laptop, the Thinkpad X1 Carbon.
Under the direction of Polynoid, we follow the camera through a serene office space. Suddenly, strands of carbon fiber breach the room, weaving together over furniture and branching out over the walls, powerfully enveloping everything in its path. Sense of scale is lost as the old room gives way to the fibers. A computer display is swallowed in black until a patch of carbon retracts, and we see the Lenovo ThinkPad logo and then the computer itself.
Polynoid’s strong attention to detail and love for innovative storytelling balances out the spot’s pointed jabs at Apple in introducing a better laptop design for the no-nonsense, power user. Polynoid’s mix of programmatic animation and photoreal lighting bring a high-tech sensibility befitting a brand respected for its rock solid, high-performance machines.