New York, USA––When the stars sparkle, Gen Z creativity begins to shine. Guided by this insight, SuperHeroes worked with Lenovo Yoga and Intel, partnering with seven digital street artists to take over digital-out-of-home (DOOH) screens all over Manhattan, transforming ad spaces into after-dark art spaces. “Night Owls” is the latest iteration of ‘Made with Lenovo Yoga’, the long-running social-first campaign developed by their creative agency SuperHeroes.
The cacophony of the day can overwhelm the brain, making it hard to filter out irrelevant information. For digital street artist Jenny Jiang, “Nighttime is when I can finally concentrate and fully immerse myself in the creative process – and that’s when the magic happens.”
The seven creators used their nighttime creativity to transform DOOH screens throughout the city into surprising mixed reality art pieces. At night, a bus shelter became an aquarium. A subway ad? A dance-off. “To me, digital out-of-home screens are a canvas through which to engage with people, basically transforming public spaces into digital art”, says artist @M_editat.
As a creativity-focused brand, Lenovo Yoga understands the inspiration that creators derive from one another, and sought to capture that collaborative energy. Each artist’s final work is accompanied by a “How I Made it” video providing viewers with a holistic view of not just the final piece, but the creativity and thought that went into it. From camera tracking in Cinema 4D, running simulations in Houdini, or compositing in AfterEffects, each artist breaks down their creative process and shows exactly how they used the Lenovo Yoga to bring their vision to life.
“The city is our artist’s playground and the night is undeniably Gen Z’s domain. We’re playfully reimagining DOOH, not just on the streets, but also by extending its reach on social media”, says Rogier Vijverberg, Chief Creative Hero at SuperHeroes. The team collaborated with seven talented digital street artists: @M_editat, @Nuderobot, @Gabrielbenicio, @Camylbuena, @Jennymjiang, @Shubidubidoo and @Ghost3dee, all with their own creative approach.
‘Night Owls’ is now live on Instagram and TikTok. To enhance the connection between social media and the real world, each artist’s creation is also running at night on the very same DOOH screens where the artists applied their magic.
