SuperHeroes NY Launches Mixed-Reality Campaign for Lenovo
By The Chicago Egotist / /
What happens when 3D artists try their hand at street art? No building is too precious, no alleyway is off limits. The whole world becomes a blank canvas that unleashes never before seen mixed-reality digital art.
Revealing the power and creativity that can be realized by new digital capabilities was the idea behind a new global marketing campaign using mixed-reality, to introduce the powerful Lenovo Yoga Pro 9i laptop. The initiative re-imagines street art for the digital space and is led by SuperHeroes NY who enlisted some of the world’s top 3D creators who fuse real world graffiti and iconic buildings and streetscapes with inventive digital imagery that runs across TikTok, Instagram and YouTube.
The campaign includes an array of leading global digital artists including @origiful, @hati.hati.mas, @Shanef 3d , @eravfx , @marblemannequin, @mreGFX, @shutterauthority and @scaprendering. They all create their work using the new Lenovo Yoga Pro9i laptop.
“For young creators the city is their playground. Using their smartphone and newly available AI-driven 3D-image capturing tools, digital artists can now place their artworks anywhere they like, creating work in a new category we are calling extended reality”, explained Rogier Vijverberg, founder and Chief Creative Hero at SuperHeroes. “The art of graffiti is actually turning 50 this year. I am seeing this new digital street art project that we’re doing with Lenovo as an ode to groundbreaking creativity’.
Pushing digital street art to new limits
Apart from a range of social assets, the work also comes to life through an alliance with It’s Nice That that spotlights the creative collaboration between Bushwick Collective street artist Hoxxoh, and digital artist and TikToker Shanef3d. The two artists created a digital version of a street art mural in Bushwick, Brooklyn, with Shane Fu revealing how he uses the Lenovo Yoga Pro 9i* – designed on Intel® Evo™ platform – in developing his artform.
This emerging type of mixed reality execution is growing in popularity on social media and is beinb made by the generation that’s become experts at blending their digital and physical lives.
“Our goal with this campaign is to inspire a new generation of creators to take digital art to new places,” explained Daniela Idi, Lenovo’s Global Premium Consumer Director. “Inspiration is everywhere and making high level executions is now more accessible than ever. To further support young artists we are also organizing a mentorship program that lets aspiring 3D-artists work with a Lenovo Yoga Pro 9i and connects them with the pros from our campaign.”
* In North America the Lenovo Yoga Pro 9.i is called the Lenovo Slim Pro 9.i
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