TYPE
Experiential Marketing

THE CHALLENGE
In a business context, Lenovo had long been perceived as merely being a device brand when, in truth, they wanted to be recognised for being an end-to-end solutions provider. What was standing in their way was the fact that they were late to the game.

THE APPROACH
The solution? A 360-degree stage performance designed to draw in the audience from every angle. Six booths were integrated to form one giant stage surrounding the audience. They were seated in the middle with the play unfolding around them on all sides, which allowed them a truly immersive experience.

During each act, the characters interacted with the audience and the solutions, even walking through the audience at more than one point. The cast embodied different professional archetypes, contextualising how they leveraged Lenovo’s solutions in a typical workday.

MY ROLES
Creative Director
Theatre Director