Our two-part reality series immersed audiences in the creative journey of artists, conceptualising a never-before-imagined work of art.

It satisfied our audience’s constant craving for authentic content, that gives human challenges centre stage. We knew this was entertaining when India's leading streaming platform, Disney+ Hotstar offered us a spot on it.

India hosts a rich cultural and art heritage, that includes monuments like Taj Mahal & performative arts like Bharatnatyam. So much so that almost each of the 28 states has its own unique dance or painting style.

In the digital world, however, art has been made more accessible and tech innovations are even blurring the divide. So, today we see more and more artists from different parts of the country collaborating with each other.

With Brave New Art, we wanted to test the collaborative limits to the extreme. Could we bring artists from diverse regions and mediums to create modern art from ancient tales and also a portal into the future?

While Lenovo Yoga is a creator-first laptop series, our competitor had a lion’s share of the market. Despite Apple MacBook's market share growing 2x year-on-year in India, our laptop share remained stagnant.

In 2023, Lenovo wanted to shake things up. We aimed to remind creative individuals, especially Gen Z, that an Intel-powered Lenovo Yoga is not just a laptop—it's a creator's best friend.

So, we made a two-part reality series that blended art and tech. We pushed artists to test the limits of their creativity and our devices.

This creative process was the content gold that our audiences wanted.

India is caught between trying to preserve its rich artistic heritage and embracing tech innovations in art. Our audience is interested in the creative thinking that goes into making art.

Using this insight, we brought together artists from various mediums for a two-part reality series – Brave New Art, that takes you deep into the heart of creative processes.

Our strategy was to show how good our machines are, by challenging artists to push both their creative limits and those of our Lenovo laptops.

For the first episode, we chose an artist who practises one of the oldest martial arts in the world, Kalaripayattu, and partnered her with a VR artist to create art.

For the second, we chose the most asked question among creators in 2023: Will AI be the death of Art? We invited two next-generation artists to explore advancements in AI and create a virtual future museum.

Our reality series - Brave New Art, captured the creative process for the world to see. The setup involved bringing together artists from various mediums to create never-seen-before art.

In Episode 1, a martial arts warrior and a virtual reality artist paint an ancient folk tale using a Tilt Brush. In Episode 2, an AI and a 3D artist imagine and create a virtual museum set in the future.

The artists’ struggles while exploring the challenging themes, engaged our audiences. How would an ancient art form stand the test of modernisation? What goes into crafting a piece that not only embodies their vision of the future but also inspires?

Our audience was able to view inspiring artists create masterpieces using our Lenovo Yoga laptops. It was a true test of our machines. Thus, we never had to force product integration into the storyline.

From conceptualising the themes to bringing together a team that could best capture the reality series, it took about 3 months.

We carefully chose artists who could communicate with each other, despite their different mother tongues. Next, we selected a director who could best capture the nuances of a live interaction.

We debated what the masterpieces could look like with the director and the artists over several video calls.

We spent considerable time understanding the tech involved, such as the Tilt Brush, and what challenges the artists would face while using it. The music was selected to set the mood for our shows – a meeting of an ancient and a modern world; and a futuristic ambience.

The series was offered a spot on one of India's biggest OTT platform - Disney+ Hotstar. Additionally, we made it widely accessible on YouTube.

PERFORMANCE ON OTT

- An IMDB Rating of 9.5!

- Among the Top 10 viewed English language shows on Disney+ Hotstar India (Jan, 2024)

- Significant uplifts of +6%, +3%, +4% & +3% on Brand Awareness, Ad Awareness, Brand Favourability & Brand Attribute.

BUSINESS RESULTS

- 88% YoY INCREASE IN SALES for Lenovo Yoga in Q3 - Lenovo Activation Data (Feb 2024)

- The interest for 'Lenovo Yoga' spiked from 29 to 100, achieving peak popularity, the highest in the category, on the Launch day - Google Trends report

- 6% & 4% YoY increase in Lenovo Yoga awareness and consideration, respectively

AND THE OSCAR GOES TO....

- 40 MILLION VIDEO VIEWS across platforms!

- In some parallel universe we also won an Oscar!