LENOVO — THAT'S AN 11
The Brief
Cargo Agency partnered with a full commercial production team to bring Lenovo's “That's an 11” campaign to life.
The creative called for a polished, highly produced commercial built around Lenovo's product and the campaign's distinct visual world, requiring a full-scale crew across production, camera, lighting, sound, art, wardrobe, and talent support.
The Solution
Shot in Greenville, South Carolina, the production brought together a 20+ person crew across multiple departments to execute the campaign at a national commercial standard.
The production balanced tightly coordinated direction and camera work with detailed art direction, set decoration, wardrobe, hair and makeup, and dedicated technical support — creating a controlled environment for the creative to come together on screen.
The Approach
With Director Corey Messer leading the creative, the production was structured around a full commercial crew and a tightly coordinated set.
As 1st Assistant Director, Thomas Stroud worked alongside Line Producer Elizabeth Karner and the production team to manage the flow of the day, coordinating departments, talent, setups, and schedule to keep the production moving efficiently.
The result was a highly collaborative commercial production that brought together a deep bench of local and regional crew across every department, all working toward a unified visual execution for Lenovo.
The Team
Agency
Cargo Agency
Client
Lenovo
Executive Producers
Jake Stewart
David Estrada
Line Producer
Elizabeth Karner
Director
Corey Messer
1st Assistant Director
Thomas Stroud — Kings & Queens Productions
Director of Photography
Jake James
Photographer
Julia Lindholm
Associate Producer
Jack Bynum
DIT
Rodney Homan
1st AC
Monica Garvin
2nd AC
Sam Wei
B Camera Operator
Omar Tores
Gaffer
Doug Smith
Sound Mixer
George Wise
Grip
Zack Peeler
Art Director
Francine Simon
Set Decorator
Kat Best
Prop Master
Jamie Demumbreum
Wardrobe Stylist
Katie Carpenter
Hair / Makeup
Julie Rubio
Heather Fair
Deliverables
Lenovo “That's an 11” Commercial
Commercial Production
Production Management
On-Set Direction / AD Services
Campaign Photography
