Lenovo / The Do Devil

A daredevil to put Lenovo’s tablet line to the ultimate test.

To announce Lenovo's new series of tablets, we created The Do Devil, a daredevil who tests the tablets in the most extreme situations possible. The integrated 360 campaign brought the character to life through TV, digital, print, and out-of-home, with long-form stunts featured on a branded YouTube channel.

The centerpiece was an interactive video that synced with viewers' laptop cameras—The Do Devil would draw live portraits of viewers while bungee jumping. It was an early example of participatory digital experiences that made people feel like they were part of the stunt rather than just watching an ad. The approach tapped into the explosion of extreme sports content and YouTube culture, showing the tablet's performance in motion while creating genuine engagement.

Impact: Consumer purchase consideration doubled during the campaign period, helping transform Lenovo from an enterprise brand into a consumer contender competing with Apple and HP.

Role: Concept, Creative Direction, Art Direction, Design
Created in partnership with Saatchi & Saatchi