With Shutterstock Studios, Lenovo tells the tale of how heart and humanity are at the center of their technology.
When Lenovo came to Shutterstock Studios, they had one goal in mind. They needed to tell the world how their technology truly serves human needs. It’s not just about bridging a gap, but truly bringing a coalition between technology and human-centered innovation.
The Studios team was challenged to tell the tale of how Lenovo’s intelligent devices and smarter infrastructure solutions empower customers to solve problems. This is where their “Tech @ Heart” campaign was born.
Together, the teams brainstormed what this messaging could look and feel like, and how this concept could morph into a successful cross-channel campaign.
Telling the Tech @ Heart Story
Telling Lenovo’s story through visuals, while creating a feeling for their human-centered product design, was critical for the Studios team to get right.
“We brought a fresh identity to the table for our partners at Lenovo, which I think we’re all very proud of,” shared Jeff Nelson, the Executive Producer for Lenovo’s projects at Shutterstock Studios. “The ‘Tech @ Heart’ ethos is at the core of each story that we told or are telling currently.”
“Tech @ Heart” is a concept that showcases how technology is at the heart of all experiences for Lenovo customers. For Nelson and his team, “Tech @ Heart” became a campaign platform that enabled them to showcase many of Lenovo’s client and partnership stories within one simple framework.
“From the outset, the concept was designed to highlight a wide breadth of Lenovo’s customer portfolio and how they are helping their customers achieve their technology and overall business goals,” shared Nelson. The concept proved so flexible that it made it easy to really tell creative stories.
One of the projects where the team struck gold was for Lenovo’s client FC Internazionale Milano, a professional football club. Lenovo helps Inter better manage the vast amount of data generated by the club’s interaction with fans and football enthusiasts the world over.
For this specific project, the Shutterstock Studios team shot and edited a video about how Lenovo’s intelligent devices and smarter infrastructure solutions enhanced digital campaigns, drove smarter fan engagement initiatives, and improved post-game analyses. Not only does this video flex Lenovo’s technology, but it also makes viewers feel how it benefits humanity – in this case the fan base of Inter.
Expanding the Shutterstock and Lenovo Relationship
The Shutterstock team shot additional stories for Lenovo in North Carolina, Mexico, Barcelona, and the United Kingdom.
“In Barcelona, we got to share how smart city initiatives are really coming out of the proof-of-concept stage and becoming practical and applicable to actual cities,” said Nelson.
“In the UK, we explored how Lenovo supports the operations of Formula 1. When you think of racing, you’re automatically going to think of cars on the track but there’s so much more than that, especially in terms of operational and technology support.”
As their partnership expanded, another project Shutterstock Studios produced for Lenovo focused on Blue Sky Innovations, a technology incubator based in the Research Triangle region of North Carolina. Blue Sky Innovations is a team of innovators, business leaders, educators, and students working on applications within emerging technologies. Through the medium of video, Shutterstock told how Lenovo’s technology enables BSI to meaningfully leverage virtual reality, augmented reality, and robotics to help conceptualize solutions aimed at solving some of humanity’s greatest challenges. By combining beautifully shot scenes, personal interviews, and details of human-centered design and fabrication, the Studios team brought the heart of Lenovo’s technology to the forefront of this project.
It’s All About Quality Work and Good Communication
Studios was able to do this far-reaching work because of a truly open, positive and cooperative working relationship between the Shutterstock and Lenovo teams. Nelson explained that this experience was one that was truly collaborative, respectful, and professional. Both teams brought quality ideas to the table and communication between everyone was methodical, intentional yet still very easy.
At the end of the day, Nelson shared, “it’s really the people who are going to be the key component to bringing an effort like this to life”
“We’ve built one of the best teams in the business, in terms of bringing people to the table who can really live that philosophy and give the client an amazingly productive and positive experience,” said Nelson, when reflecting on his work at Shutterstock Studios. “This is across the spectrum of content, of operations, and relationship development and management. If you ask me, it is as high-quality as you can get in the content production business.”
His team at Shutterstock Studios did more than meet Lenovo’s expectations. They showed off the true heart of their business.