Creative Director & Social Lead

I partnered with Sofluency, an influencer agency, after Lenovo UK approached them to create social content for the launch of a new tablet. Sofluency came to me with a simple problem: they had access to creators, but needed a proper idea that would actually travel.

I developed and sold a creator led film concept built around mobility and inspiration. Not a generic “here are the features” post. The tablet becomes the thing that gives you freedom to move, notice, and create anywhere, capturing ideas the second they hit. I wrote the creative platform and line, launched the hashtag #HowFreedomFeels, and shaped the campaign to feel like a mini TVC launch, with creators as the talent, not as an afterthought.

Lenovo bought the idea and brought in their PR agency, Three Monkeys. I then extended the thinking into an earned first launch moment: a launch party where we premiered the films, invited the creators’ network, and turned the event into a content engine. People came down, tested the product, and posted in real time.

We produced a hero film plus three creator videos, and the launch landed with over 3 million views on day one. It was a clean reminder that when the idea is strong and distribution is designed in, you can win attention without throwing money at media