Tendril collaborated with Director Matthias Hoene and friends at Partizan to create this cinematic spot about that secret understanding that exists between gamers. We feel like we are part of a secret society. A quick glance between us communicates that we are alike, from the same tribe. The same legion.
Mattias wanted the secret society of gamers depicted in this spot to feel like Fight Club — A little bit gritty and raw. We see the characters going through their day-to-day lives, and little by little, infuse their reflections with their avatar alter-ego selves.
Our goal was to create an immersive feeling that would draw people into the world of Lenovo. The three characters we see depicted are: an ex-space marine turned bounty hunter, a post human tribal mech priestess, and a monstrous cyborg-ogre.
Process
In our world, Brian needs to use the lift, in his world he wears a fully armoured hydraulic power suit with inbuilt jetpack, AI powered visor, certified to reflect radiation up to 2000 Sieverts, sustain life for 21 days and withstand the impact of up to 50 kiloton projectiles. There are no job interviews, no performance reviews, no daily targets. He doesn’t need to open doors, he smashes them in. He doesn’t staple papers together, he staples bad guys to the wall.
Li Chen. On the surface she looks like any other commuter. What we don’t know that underneath her everyday facade a different self hibernates, waiting to break free: At night she doesn’t have to put up with office gossip, she rides with people like her: Valiant fighters, unstoppable barbarians and powerful sorcerers.
If only everyone at work knew that in his other life Samuel has already become the leader of the entire civilization of U’guru. Half cyborg, half ogre it’s been years since anyone has questioned his authority. He doesn’t need to fill in spreadsheets, he finds solace in battle. He doesn’t need to inspect cars for dents and oil levels, he inspects armies who will raze down cities at his command.
