As part of its “For Those Who Do” campaign, the “Getaway” film involves the consumer in a story centered around the versatility of the new Lenovo Yoga 11S, in the way only Lenovo can. It’s dark and slightly subversive. Stylish without being too sleek. And, best of all, it showcases our single product’s four incredible modes, in a storyline that allows our consumer to interact directly with the product and the campaign’s hero, Lizzie.
“Getaway” isn’t a sequel in the literal sense, but it uses our illustrious heroine from last year’s campaign, “The Pursuit,” and adds to the story. It tells us that she’s gone through incredible measures to capture Lenovo’s technology more than once – in fact, this is her eleventh heist. And now that she’s completed her final mission, she wants to give the tech back to the people – our biggest fans. The end result is an entertaining piece of film with our incredible technology as the real hero, and a call to our fans to join the story and claim one of Lizzie’s eleven Yoga 11S’s for themselves.
About LOGAN:
LOGAN (www.logan.tv) is an award-winning New York and Los Angeles-based creative studio and production company specializing in groundbreaking content creation. Their team of producers, directors, creative directors, VFX artists, and animators excel at problem solving and helping clients bring their vision to life. Concepting, ideation, design, live-action production, 2D and 3D animation, VFX, editorial, and finishing take place under one roof, making workflow a truly seamless experience.
Logan & Sons (www.loganandsons.com) acts as the live-action division of LOGAN and represents a broad spectrum of directorial talent.
Known for its iconic work for top brands, LOGAN helped create many memorable cultural moments, including commercial campaigns like the Apple’s iPod Silhouettes, viral hits like the Gymkana films (over 165 million views), opening titles and sequences for films like Zombieland, The Avengers, Premium Rush, and Gangster Squad, content and marketing campaigns for hit video games like Elder Scrolls: Skyrim, Call of Duty, Borderlands, Resistance, Metal Gear Solid, and many others.
Client: Lenovo
Spot Title: “Getaway”
Air Date: July 2013
Agency: Saatchi NY
Chief Creative Officer: Con Williamson
Executive Creative Director: John Cornette
Art Director: Taylor Lucas
Copywriter: Nick Marchese
Executive Producer: Bruce Andreini
Senior Art Producer: Hosanna Marshall
Production Company: Logan & Sons
Director: Paul Minor
DP: Fredrik Backar
Executive Producer: Matthew Marquis, Sara Greene
Line Producer: Rick Brown
Producer: Christian Zethner
Production Designer: Jiri Matura
VFX/ Editorial: LOGAN
Executive Producer: Dan Sormani
Producer: Madison Brigode
Creative Director: Alan Bibby
Designers: Jeffery Welk
VFX Supervisor: J. John Corbett
Editor: Volkert Besseling
Compositors: J. John Corbett
Flame Artist: Joanne Unger
Production Coordinator: Catherine Yi
Assistant Editors: Matt Anderson, James Connelly
Telecine: MPC NY, MPC LA
Colorist: James Tillett
Music Score: Paul Minor
End Music Track: “Mechanical” by Oliver
Sound Design: SNAPSOUND
Supervising Sound Editors: J.M. Davey, Zach Seivers
Sound Effects Editor: Keith Bilderbeck
Mix: Sonic Union
Mixing Engineer: Steve Rosen
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