Company: Lenovo
Role: Senior Project Manager, Global Brand
Project Type: Integrated Campaign / Creative Production / AI-Enabled Workflow

Project Background

Lenovo's Infrastructure Solutions Group (ISG) approached the Global Brand team to develop an upper-funnel Hybrid AI campaign leveraging Lenovo's FIFA World Cup sponsorship.

The initial request was relatively contained: leverage existing creative developed for a previous initiative and adapt it across video, digital banners and social assets.

Early in development, the Brand team collectively recognized that the existing creative and budget would not support ISG's broader vision for the campaign. The team brought that recommendation back to ISG and aligned on expanding both the creative ambition and budget while maintaining the existing in-market requirements.

The Challenge

The project shifted from adapting existing assets to developing a much broader campaign without significantly extending the timeline.

This required the team to introduce additional strategy, concept development and production while simultaneously securing the expanded budget and obtaining approvals from ISG and FIFA.

Strategy had also not been involved in the preceding project, requiring them to quickly get up to speed while development was already underway.

My Role

Served as Project Manager from initial intake through final production and delivery.

Managed communication and coordination between ISG stakeholders and Lenovo's internal Brand teams, including Strategy, Creative/Design, Copy and Production.

Developed and managed the overall project timeline against required in-market dates.

Helped onboard Strategy into the project by providing context from the preceding work and facilitating the relationship between Strategy and ISG.

Coordinated parallel workstreams as the scope expanded, including budget approval, strategic development, scripting, ISG/FIFA approvals and production planning.

During production, facilitated stakeholder reviews and approvals with ISG and FIFA as work became available.

Maintained tight communication across internal and external stakeholders throughout the accelerated production schedule.

Project Approach / Key Decisions

Rather than resetting the timeline when the scope expanded, critical workstreams progressed in parallel.

The team developed a new creative direction while budget approval, strategy, scripting, production planning and stakeholder approvals were occurring simultaneously.

During production, the creative and production teams worked closely with an external AI/VFX production partner through intensive working sessions and rapid iteration.

Because the three primary campaign messages had different in-market requirements across geographies, deliverables were prioritized and released in stages rather than holding the entire campaign until every asset was complete.

Deliverables

Three primary campaign messages supported by:

• 3 × :20 films
• 3 × :06 films
• Digital banner series
• Social assets
• Multiple formats/aspect ratios
• Campaign deployment across multiple global markets

Outcome

The team transformed an initially limited asset-adaptation request into a full campaign ecosystem spanning film, digital and social.

The expanded creative work was developed on an extremely compressed timeline, with the primary creation process occurring over approximately three weeks.

The project also established a new visual expression for Lenovo ISG and was later showcased within Lenovo's Corporate Marketing Group as an example of using AI-enabled production to improve creative workflows, production speed and efficiency.

Millanote Review Workflow

Story Board Sketch