Tom Godici
Executive Creative Director at BBDO New York
New York, United States
TitleWeightless
Agency
Campaign Best-Engineered - Lenovo
Advertiser Lenovo
Brand Lenovo
PostedJuly 2007
Product ThinkPad
Business Sector Computers, PDAs & Calculators
Tagline New World. New Thinking.
Story The video portion of the WEIGHTLESS shoot was shot during a parabolic flight run by the Zero Gravity Corporation. The photographer and crew all had video cameras, and still cameras to shoot the action, which was 12, 20 second bursts of total weightlessness.

How weightless flight works is, the pane is flown at 45 degrees up, then 45 degrees down. At the top of the arc, when the plane is going from 45 degrees up to 45 degrees down, there are roughly 20 seconds of weightlessness. It was during these bursts of weightlessness that the spot was shot.
Philosophy This campaign is about making heroes of the people who design and create Lenovo products: the world’s best engineers. It is because of them that Lenovo ThinkPad has won more design awards than any other company.
Problem The new world isn’t being built by movie stars or football players, pop singers or supermodels. It’s being built by scientists and researchers and engineers. They’re the people who should be celebrated. The people who are really doing something to make our lives better.
Media Type Television
Length
Group Creative Director
Group Creative Director
Associate Creative Director
Copywriter
Associate Creative Director
Art Director
Copywriter
Art Director
Agency Producer
Art Buyer
Agency Producer
Agency Producer
Photographer
Director of Photography (DOP)
Editor
Production Company

People related to this work

Related Ads

Trending

Create a free Talent profile and become a member of AdForum

Get Started