São Paulo, October 2026 — Lenovo, a global technology leader, and NOIZE, a content agency and audiovisual production company, have announced an original brand publishing project, premiering this month with a social-first strategy targeting young audiences and content creators. The initiative leverages entertainment to showcase the brand’s products and innovations, bringing technology closer to people’s everyday lives.
The campaign’s main format is a web series comprising three episodes, each up to three minutes long. Content distribution has been tailored to the language and specific characteristics of TikTok, Kwai, Instagram, and X (formerly Twitter), expanding audience touchpoints throughout October.
“We know that the communications market is seeking cultural relevance beyond views. NOIZE’s role in this project was to act as both agency and production company, translating Lenovo’s engineering into the language of native entertainment. When a brand joins the conversation authentically and through formats that genuinely reflect internet culture, product functionality stops being a technical spec and becomes a narrative,” says Rafa Rocha, CCO of NOIZE.
“We know that the communications market is seeking cultural relevance beyond views. There is currently strong audience demand for vertical content with ongoing storytelling, such as web series and social media soap operas. NOIZE’s role was to translate Lenovo’s engineering into this contemporary, internet-native language. When brands become part of the conversation authentically, product functionality stops being a technical spec and becomes entertainment with a purpose,” adds Rafa Rocha, CCO of NOIZE.
“Content consumption has changed dramatically, and Lenovo’s presence needs to keep pace. By investing in a social-first strategy built around vertical storytelling, we can go beyond traditional advertising. Rather than simply showcasing our products, we are delivering valuable entertainment in which Lenovo technology acts as a true enabler of the stories and everyday routines of social media users,” says Eliane Andreu, Marketing Director at Lenovo Brazil.
The campaign is being released entirely through the official channels of Lenovo Brazil and NOIZE.
