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Phone: 214.205.5232
Email: markel@aoecreative.com
Campaign Digital Social Strategy Video

Just Go

MY ROLE — Creative Director

Lead Creative Director overseeing campaign concept, talent strategy, creative development, production direction, creator extensions, social activation, and the launch campaign for the Legion Go S.

  • Strategy

    Campaign Strategy, Creator Marketing, Social Strategy, Entertainment Marketing, Community Activation

  • Design

    Art Direction, Video Creative Direction, Social Design, Campaign Design

  • Client

    Lenovo Legion

01 // The Challenge

Avoiding
Clichés

Gaming hardware advertising had become increasingly formulaic. Rather than compete using the same specs, dramatic lighting, and performance language, we needed to make Legion Go S culturally memorable by creating advertising that understood and openly mocked the category itself.

02 // The Process

Embracing
the Unexpected

  • Identified overused gaming-ad tropes as the campaign’s creative opportunity.
  • Cast Brian Baumgartner as an unexpected, culturally recognizable lead.
  • Developed a deliberately deconstructed commercial that broke the fourth wall.
  • Extended the narrative beyond the hero film through a rogue product giveaway.
  • Invited creators from different gaming and entertainment communities to reinterpret the concept.
03 // Execution

Redefining
Gaming Ads

Self-Aware Ad
Brian moved between exaggerated gaming archetypes while openly exposing the conventions of gaming hardware commercials.

 

Creator Parodies
Supercatkei, Mande, and Merrick Hanna reinterpreted the concept through their own communities and creative styles.

 

Rogue Giveaway
Brian “stole” Legion Go S units from set and traded them to fans for SteamOS recommendations.

Unexpected Talent
Casting Brian Baumgartner gave the campaign comedic credibility and opened Legion to audiences beyond traditional gaming influencers.

 

Audience Expansion
The campaign presented the handheld through cozy, competitive, and first-time gaming perspectives.

 

Platform Storytelling
Hero content, creator extensions, and community interaction allowed one creative idea to evolve across multiple formats.

04 // Results

Breaking the
Fourth Wall

0 M
Impressions
0 K
new followers
0 K
engagements
0
participants
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