الذكــــــــــاء يبــــــــــدأ هنــــــــــا
S M A R T E R S T A R T S I N S A U D I
Brief: Turning a Global Vision into a Saudi Reality
Lenovo is seeking a cultural partner. One that can weave the Smarter Technology for All promise into the fabric of Saudi Arabia’s digital landscape.
The goal is to turn Lenovo’s global legacy into local relevance, making the brand essential to creators, innovators, and communities.
My role:
- Develop and ideate creative concepts and content ideas under certain pillars that turn Lenovo’s innovation, partnerships, and activations into moments of cultural relevance. The content should be audience-first, strategic, with locally fluent storytelling, that show Lenovo as a contributor to Vision 2030.
- Craft and develop the campaign social visuals through a visual storytelling and content mockups, setting the looks & feel and art direction for the setups, videos and static designs
S M A R T E R C O N T E N T P I L L A R S
SMARTER
STARTS
Flagship hero content through a national competition to surface the smartest ideas powering Vision 2030.
SMARTER
FUTURES
Lenovo and Vision
2030 leaders share perspectives.
Extra focus on under-represented groups and showcasing Lenovo as a recruitment channel.
SMARTER
SKILLS
Nationwide upskilling through Lenovo training, workshops, grants, and expert guidance. Live events and tutorials connect professionals
SMARTER
COMMUNITIES
Lenovo co-hosts micro-engagements online and IRL, creating spaces to collaborate and connect.
SMARTER
EXPERIENCES
Exclusive access to Lenovo at global events like F1, FIFA, and eSports. Behind-the-scenes content showcases Lenovo’s capabilities
SMARTER STARTS
SMARTER STARTS
المقدّم فيصل السيف يأخذنا في جولة حول أحدث التقنيات المستقبلية، تماشيًا مع رؤية المملكة العربية السعودية ٢٠٣٠، حيث نجمع الشركات مع المبتكرين لخلق حلول عصرية واستثنائية.
The competition goes through stages of pitching their ideas to then directly compete against other contestants
Along the journey, our social channels become a BTS view into the competitors process, challenges and breakthroughs
SMARTER FUTUERS
تابعونا مع فيصل السيف في لقائه مع عبدالرحمن أبو مالح، ضمن حوار ثري يجاوب على أكثر الأسئلة الدارجة في مجال التقنية. في هذه الحلقة نطرح السؤال "هل الذكاء الاصطناعي يؤدي إلى الكسل البشري؟"
Future.
Council Live.
Two sharp minds in Saudi Arabia tackle one hot tech take, with opposite perspectives. From “Is AI making us smarter or lazier?” to “Will humans trust machines more than people?”, each episode is a head-to-head exchange where both sides battle it out and try to answer the tough tech questions that influence our world today.
Audience: Professionals, university youth, tech professionals.
Platform: YouTube (long-form), TikTok + Instagram (short clips).
جيناكم بجولة جديدة من "طرح في المصعد" حيث يقدّم رواد الأعمال أفكارهم المبتكرة بثواني سريعة أثناء الصعود في المصعد. اليوم، سعد يشاركنا تطبيق ذكاء اصطناعي يساعد المنشآت على تنظيم الموارد البشرية.
Elevator Pitch.
Saudi made.
A short-form pitch series giving the spotlight to Saudi Arabia’s up-and-coming entrepreneurs. Each founder steps into an elevator to deliver their breakthrough idea straight to camera. They have until they get to the top floor to deliver their compelling pitch, in a series that stands as a platform for ambitious entrepreneurs across the Kingdom.
Audience: Young professionals, entrepreneurs, investors.
Platform: TikTok, Instagram Reels, LinkedIn clips.
Built Smarter.
Saudi Made.
A docu-series that goes inside Lenovo’s state-of-the-art facilities to uncover the firsts and the challenges behind building bleeding-edge tech in Saudi Arabia. Each episode zeroes in on one specific obstacle, from heat-proofing chips for hot and arid conditions, to robotics that work around the clock, and shows the smart solutions that make it possible. Told in a clear and curious style, big technical processes are broken down into simple, relatable stories.
Audience: Students, young professionals, innovators, tech enthusiasts.
Platform: YouTube (long-form), TikTok + Instagram Reels (section cutdowns).
Lenovo MENA
Built Smarter, Saudi Made – Heat-proofing microchips at the Lenovo Plant
SMARTER SKILLS
في تحدي اليوم "هاكاثون" ٢٤ ساعة بين المبرمج فراس ومطوّر التطبيقات عبدالله. خلال يوم واحد، فراس وعبدالله بيقدمون لنا أدوات تقنية مبتكرة وجديدة عشان نقيّم ونختار الأفضل.
Smarter Battles.
A recurring tech-fueled competition series. Each episode follows the same format: two contestants, one Lenovo device, and a 24-hour challenge. Each battle tests speed, creativity, and innovation. New contestants compete for the prize, with new challenges every episode, full of the same high-stakes adrenaline.
Audience: Content creators, Gen Z, tech-savvy youth.
Platform: TikTok, Instagram Reels (episodes + highlights), YouTube (extended edits).
من بعد ٢٠٢٠ تطورت مجالات جديدة وقطاعات مبتكرة تعتمد على أحدث التقنيات المستقبلية. في حلقة اليوم، نكتشف دور قائد الدرون في التطوير والمقاولة والبناء.
Born After 2020.
A documentary-style social series spotlighting brand-new jobs and skill sets that didn’t exist before 2020 — drone racing coaches, AR filter designers, AI ethicists, esports commentators. Episodes profile how people acquired these skills and how Lenovo enables them.
Audience: Gen Z, career explorers, innovators.
Platform: YouTube episodic, LinkedIn profiles, TikTok teasers.
Ai Vision.
A punchy tutorial series that hijacks the viral AI explainer format, in a short, sharp, and instantly useful format. Each episode spotlights a cutting-edge AI tool or workflow, showcasing the latest experiments, and Lenovo devices are always on the cusp of the next big breakthrough.
Audience: Gen Z, tech-savvy youth, innovators,schools and universities.
Platform: TikTok, Instagram Reels, YouTube Shorts (micro tutorials), with long-form deep dives on YouTube.
SMARTER EXPERIENCES
تجربة ٍقبلة الكأس الحية من تقنيات لينوفو. استمتع بأجواء الفورميلا ١.
Interact. Immerse.
We use immersive Lenovo technology, similar to “kiss the trophy,” where audiences can engage with immersive and interactive experiences. These would include 360 experiences and interactive AR objects.
Audience: Fan communities, gamers, tech enthusiasts
Platform: Snapchat and TikTok AR
في تحدي اليوم "هاكاثون" ٢٤ ساعة بين المبرمج فراس ومطوّر التطبيقات عبدالله. خلال يوم واحد، فراس وعبدالله بيقدمون لنا أدوات تقنية مبتكرة وجديدة عشان نقيّم ونختار الأفضل.
Go Gaming.
A series where we chronicle the future of handheld gaming, as modern handhelds (such as the Lenovo Legion Go) are bringing PC gaming power to portable. We’ll use this benefit to connect gamers who are friends online, but never met IRL. We explore different gaming sub-cultures in each episode, as hardcore gaming is now social and on the go.
Audience: Hardcore gamers, Gen A, busy Gen Z and Millenials
Platform: TikTok, Discord, Twitch.
SMARTER COMMUNITIES
اليوم نحتفل بالمبتكرين والمخترعين حيث نطوّر حلول جديدة ومستقبلية لصناع المحتوى والفنانين. تابعونا في حلقة اليوم وبتأخذنا عبير في تفاصيل اختراعاتها.
Designing the Future
A short-form series that captures Saudi’s rising creative movements, from designers at Diriyah Art Futures to gamers creating their own games, all through one simple format. Each episode puts a group of innovators in their element and asks them one sharp question about the future of their field.
Audience: Creators, gamers, culture lovers, innovators.
Platform: TikTok, Instagram Reels, YouTube Shorts.
اليوم نحتفل بالمبتكرين والمخترعين حيث نطوّر حلول جديدة ومستقبلية لصناع المحتوى والفنانين. تابعونا في حلقة اليوم وبتأخذنا عبير في تفاصيل اختراعاتها.
Go Smarter, everyday.
A fun HTX-style series where a squad of Saudi students armed with Lenovo tech drops into local communities to solve real problems in smarter ways. Each episode tackles a different challenge, and all about making Lenovo the team that turns everyday issues into smarter solutions.
Audience: Gen Z, Saudi students, edtech audiences.
Platform: TikTok challenges, YouTube Shorts, Instagram Stories.
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Agency: Create Group
Executive Creative Director: Kim Jerbo
Creative Director: Wassim Olabi
Senior Copywriter: Mahmoud Al Shoaiby
Senior Art Director: Ahmed Omar