To celebrate and inspire creation while growing awareness and consideration for the Gen 11 AI PCs and for Microsoft Copilot+ experiences, Lenovo (together with Copilot+) introduces “A Love Letter to NYC,” a new campaign developed in partnership with cultural innovation agency Sounds Fun.
Rooted in the idea that inspiration starts with environment, the campaign taps into how creators draw from New York City itself as their source material. Rather than presenting polished outcomes, the work captures the raw, in-between moments where ideas come to fruition.
Centered around a series of creative acts – distinct outputs, personal processes, and a shared source of inspiration – the campaign features three :30s social videos from top, NYC-based creators.
Following Brooklyn-based filmmaker and animator Bree, Bronx-based co-founder of Bronx Girl Skate Mel Ramirez, and Manhattan-based luxury fashion designer Cameron Hughes, each video highlights different ways these creators use their Lenovo Gen 11 AI PCs and Microsoft Copilot+ experiences to help design their art. This campaign will also feature the launch of a new Lenovo Pro, coming to market in the next month, and will include visual artist and creative technologist Daniel Macadangdang with this new device.
For Bree, it’s helping generate textures for 3D models and remove backgrounds for photos. For Mel, it’s assisting with the business operations of her brand like finding new places to expand her brand. For Cameron, it’s coding so he can focus on making.
After each creator opens their laptop, inspiration begins to unfold, drawn from their personal, everyday experiences living in New York City—from glimmers in the sidewalk to the hottest skate areas to the sweeping architectural cityscape. Pulled together in a scrapbook-inspired way, this personal, assembled approach reinforces the notion that you’re inside the creators’ heads.
“The role of technology here isn’t to lead, it’s to respond, adapt, and to keep pace with the way young creatives actually think and move. Creativity today isn’t linear, it’s chaotic and constantly shifting. We wanted to honour that rather than try to control it,” said Martin Magner. Chief Creative Officer of Sounds Fun. “This campaign is really about celebrating the mess of making, the unfinished moments, the pivots, the doubt, and the breakthroughs that happen along the way. Because more often than not, the journey of creating something is far more meaningful than the final outcome.”
Built as a social-first initiative, “A Love Letter to NYC” features creator-led content across Instagram and TikTok, amplified through OOH placements across New York (including LinkNYC, Penn Station, and Madison Square Garden), retail integrations with B&H, and Lenovo-owned channels. A broader suite of stills, web banners, and animated assets allows the work to scale seamlessly across digital, physical, and retail environments.
“At Lenovo, we believe the most powerful technology doesn’t sit at the center of the story. It helps unlock it,” said Lex Finch at Lenovo. “With “A Love Letter to NYC”, we wanted to meet young creatives where inspiration actually happens, and show how Copilot+ can be part of that process from first spark to final expression. This campaign is about embedding our technology into the rhythm of creativity itself, not just the end result.”
This work builds on the creator-first storytelling approach that Lenovo and Sounds Fun have created while more closely aligning with the global “Made With” platform.
