PC laptops are a crowded market with thin margins and many brands competing for recognition. Lenovo Yoga aims to stand out by redefining its identity for Gen Z Creatives (GenCreate), moving beyond just "flexibility" to deliver on being the brand For Creatives, By Creatives. Building on last year’s wins in creating brand awareness and loyalty, the challenge was to strengthen the category cut-through of Yoga's product feature videos by finding a new, timely intersection of Yoga’s creative platform and GenCreate’s cultural now, deepening consumer resonance and further proving Yoga’s capacity for range and dynamism in storytelling.
Yoga believes that to be a brand for creatives, it must first prove that it understands the creative process. Global research with nearly 1000 GenZ creatives revealed that 92% struggle with distraction; the same technology that enables their creativity also drains it with notification storms, endless digital files, and attention-greedy algorithms. These product feature videos build GenZ resonance by tapping into this insight and tell the story of Yoga’s role in supercharging their process, highlighting how its devices help creatives find flow, feed inspiration, and fully realize their ideas.
Lenovo Yoga’s Creative Platform, “Embrace the Process,” centers the creative journey as part of everyday life for GenZ creators. Across this series of product feature videos, we brought this to life through the lens of the Doomiverse—the place where creativity goes to die. These stories follow 3 creatives’ experiences conquering the harshest realities of their process via work-in-progress moments and a stylized CGI universe. Insight-driven world-building builds authenticity, and clear connections between product features and creative victory, showcasing Yoga as a brand for creatives, by creatives.
Building on the incredible momentum established in 2024/2025 – where we saw significant gains including a 13pt rise in brand perception with GenZ, an 18pt rise in premium perception, and a 24% increase in worldwide revenue among Young Creatives – we continue to push the frontiers for Lenovo Yoga and its connection with this audience.
A cornerstone of this sustained success has been the creation and successful internal socialization of the 'Doomiverse' – a singular, unifying creative idea for product videos, unprecedented in its ability to distinctly feature partners like Intel and AMD within a consistent brand world. This innovative approach of developing a cohesive series rather than disparate individual films has driven remarkable efficiency in our budgets and production efforts, ensuring consumers experience a consistent, impactful narrative experience regardless of the specific product. This momentum and strategic shift continues into 2026 with ambitions for a more unified creative expression throughout the entire Lenovo Yoga funnel.
