Creative content studio The Collective @ LAIR, in conjunction with Shanghai-based agency We Are Social, launched a new commercial for tec...
Creative content studio The Collective @ LAIR, in conjunction with Shanghai-based agency We Are Social, launched a new commercial for tech brand Acer’s Swift 7 laptop entitled Dare To Be Swift, featuring a series of ads running web and across all social platforms. This campaign represents LAIR’s growing global collaboration and distribution, on the heels of their recent project with German agency thjnk for car rental company Sixt.
Directed by Steven Weinzierl, the three spots mirror the elegant moves of dancers with the sleek styling of the Acer’s Swift laptop.The performers’ movements bring life to the themes of lightness, balance, and strength; matching those of the laptop, further emphasizing their role in leading trends and style.
In addition, the spots utilize dramatic, vivid colors and visually arresting chalk dust to reflect Swift’s gold and black branding. The color palette acts as a vital storyteller for this campaign, bringing to mind not only the laptop, but the lustrous modern aesthetic associated with Acer’s innovation.
Weinzierl’s bold and polished aesthetic is heightened by the intricate camera work of the Phantom Flex High-Speed Digital Camera: extreme slow motion is captured 500 frames per second to enhance the movement of the dancers. Similar to his vision in previous projects for BalletMet, Bentley, and Bose, Weinzierl seeks to incorporate design into these spots to illuminate more than the brand they represent.
Production Company: The Collective @ LAIR
Director: Steven Weinzierl
Executive Producer: Theresa Loguercio
Producer: Mark Aji
Director of Photography: Derek McKane
Creative Director: Joshua Roberts
Agency: We Are Social
Associate CD: Jason Breen
Associate Account Director: Nathan Baker