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Bryan Custer
My
Projects
Over the past decade, my work has shaped Lenovo’s voice across social media. From consumer tech to enterprise solutions - I have:
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Creatively directed content published across Lenovo’s global social media channels.
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Managed teams of in-house creators responsible for creating always-on content.
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Led end-to-end coverage at industry events, managing multiple agencies.
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Consulted on multi-million dollar product campaigns.
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Scaled & led Lenovo's first global social media brand engagement program.
Product & Branded Content
Highlighting products & unique brand tone-of-voice.
𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗔𝗻𝗻𝗼𝘂𝗻𝗰𝗲𝗺𝗲𝗻𝘁 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀: Lenovo Unboxed
Short-form explainer videos are a cornerstone of effective social media strategy. When in-person launch events came to a standstill during the pandemic, I developed Lenovo Unboxed - a studio-based format that kept our product storytelling consistent and engaging.
𝗚𝗮𝗺𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Crack the Code
In celebration of “Morse Code Day” we created a playful video experience where viewers translated Morse code to reveal a hidden message on a Motorola phone.
𝗜𝗹𝗹𝘂𝘀𝘁𝗿𝗮𝘁𝗶𝗻𝗴 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝘀: Lenovo Smart Share
I often lean into animation to create visuals that illustrate complex features in a simple manner. This clip shows how "Lenovo Smart Share" can be used to easily share files between devices.
𝗧𝗿𝗲𝗻𝗱𝗶𝗻𝗴 𝗙𝗼𝗿𝗺𝗮𝘁𝘀: "Interactive" Assets
We put our own creative spin on a popular “interactive” IG & TikTok trend - pun very much intended.
A little unhinged, but fun!
A little unhinged, but fun!
𝗔𝗹𝘄𝗮𝘆𝘀-𝗼𝗻 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: Dancing Trackpoint
I often experiment with different formats & trending memes to diversify always-on creative.
In this clip, we asked viewers to respond letting us know which TrackPoint had the best dance moves!
In this clip, we asked viewers to respond letting us know which TrackPoint had the best dance moves!
𝗘𝘅𝗽𝗹𝗮𝗶𝗻𝗲𝗿 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: Feature Focused
Sometimes straight-forward is the way to go. In this series we highlighted exciting product features though hands on walkthroughs.
"𝗦𝗻𝗮𝗰𝗸𝗮𝗯𝗹𝗲" 𝗘𝘃𝗲𝗻𝘁 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: Flipping Screens
We regularly experimented with trending formats, such as using mimed actions to make content "interactive".
This particular example was created as part of my Innovation World 2025 coverage.
This particular example was created as part of my Innovation World 2025 coverage.
𝗕𝗨 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗖𝗼𝗻𝘀𝘂𝗹𝘁𝗮𝘁𝗶𝗼𝗻: For All of Us Fridays
I project managed the For All of Us Fridays campaign's social activation by consulting on the creative concepts/deliverables, & did copywriting for each weekly post.
Software & Solutions
Spotlighting more B2B focused software, solutions, and channel partners.
𝗔𝗻𝗶𝗺𝗮𝘁𝗶𝗼𝗻𝘀: Workplace Solutions
Solutions are often complex and feature-rich, therefore short animations like this were useful when focusing on multiple products/features.
𝗘𝘃𝗲𝗻𝘁 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲: Solution Demos
Events were often a very useful tool for fully explaining the value of a solution. Demos were built, and marketing leads were on-hand.
This video was filmed at Lenovo Tech World 2024.
This video was filmed at Lenovo Tech World 2024.
𝗦𝗻𝗮𝗰𝗸𝗮𝗯𝗹𝗲 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀: Sounds of the Datacenter
Popular trends like "ASMR" are useful for spotlighting technical topics with a fun & creative approach.
𝗘𝘃𝗲𝗻𝘁 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲: Sustainability Solutions
Events were often a very useful tool for fully explaining the value of a solution. Demos were built, and marketing leads were on-hand.
This video was filmed at Lenovo Tech World 2024.
This video was filmed at Lenovo Tech World 2024.
𝗛𝗼𝗹𝗶𝗱𝗮𝘆𝘀: Earth Day - Sustainability Solutions
Holidays can be a relatable approach for highlighting software & solutions.
In this clip we were highlighting Lenovo's sustainability solutions as part of our Earth Day celebrations.
In this clip we were highlighting Lenovo's sustainability solutions as part of our Earth Day celebrations.
𝗘𝘃𝗲𝗻𝘁 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲: Customer Solutions
Events were often a very useful tool for fully explaining the value of a solution. Demos were built, and marketing leads were on-hand.
This video was filmed at Lenovo Tech World 2024.
This video was filmed at Lenovo Tech World 2024.
𝗘𝘃𝗲𝗻𝘁 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲: AI Solutions
Events were often a very useful tool for fully explaining the value of a solution. Demos were built, and marketing leads were on-hand.
This video was filmed at Lenovo Tech World 2024.
This video was filmed at Lenovo Tech World 2024.
𝗘𝘃𝗲𝗻𝘁 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲: Workplace Solutions
Events were often a very useful tool for fully explaining the value of a solution. Demos were built, and marketing leads were on-hand.
This video was filmed at Lenovo Tech World 2024.
This video was filmed at Lenovo Tech World 2024.
𝗘𝘃𝗲𝗻𝘁 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲: Retail Solutions
Events were often a very useful tool for fully explaining the value of a solution. Demos were built, and marketing leads were on-hand.
This video was filmed at Lenovo Tech World 2024.
This video was filmed at Lenovo Tech World 2024.
Events & Launches
Real-time coverage of strategic in-person events.
𝗥𝗲𝗰𝗮𝗽 𝗩𝗶𝗱𝗲𝗼𝘀: Lenovo Innovation World 2024
All event coverage is brought together in a refined, cinematic recap video.
𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄 𝗩𝗶𝗱𝗲𝗼𝘀: Lenovo Innovation World 2025
My event coverage always centered around a hand full of product-interview videos. This tentpole content gave a real-time look at new announcements.
"𝗦𝗻𝗮𝗰𝗸𝗮𝗯𝗹𝗲" 𝗘𝘃𝗲𝗻𝘁 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: TikTok-First
It's important to create content that speaks directly to it's audience. Therefore, due to the uniqueness of TikTok, I often hosted creators specific to the platform.
𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄 𝗩𝗶𝗱𝗲𝗼𝘀: MWC 25
My event coverage always centered around a hand full of product-interview videos. This tentpole content gave a real-time look at new announcements.
"𝗦𝗻𝗮𝗰𝗸𝗮𝗯𝗹𝗲" 𝗘𝘃𝗲𝗻𝘁 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: Teaser Clips
In order to flesh out the more "tent-pole" creative, I regularly had my team create branded teaser content.
𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄 𝗩𝗶𝗱𝗲𝗼𝘀: CES 2025
My event coverage always centered around a hand full of product-interview videos. This tentpole content gave a real-time look at new announcements.
𝗞𝗲𝘆𝗻𝗼𝘁𝗲 𝗖𝘂𝘁𝗱𝗼𝘄𝗻𝘀: Lenovo Tech World 2024
Lenovo's events often featured live-streamed keynotes. For those events we usually made cutdowns of the most important moments in the keynote.
𝗘𝘃𝗲𝗻𝘁 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗥𝗲𝗰𝗮𝗽: Tech World 2024
Occasionally I was asked by the comms & PR team to support the creation of recap videos that focused on event performance.
Sponsorships & Partners
Telling the story of brand partnerships.
𝗥𝗮𝗰𝗲 𝗧𝗲𝗮𝘀𝗲𝗿 𝗔𝗻𝗶𝗺𝗮𝘁𝗶𝗼𝗻: F1 x Lenovo Japanese GP
To generate buzz around upcoming title races without on-site footage, we produced animated teasers that captured the energy and anticipation of race day.
𝗖𝗼-𝗵𝗼𝘀𝘁𝗲𝗱 𝗔𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻 𝗥𝗲𝗰𝗮𝗽: Lenovo Legion, Valve, AMD, & Microsoft
I was often asked to provide special creative attention to activations that featured key industry partners. This recap video highlights the Lenovo Legion Go S launch party, featuring top execs from Valve, Microsoft, & AMD.
𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 𝗚𝗮𝗺𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Lenovo & F1
Gamification is one of my favorite ways to spark engagement.
Here, fans had to stop the video right as the F1 car crossed the outline and drop their timestamp in the comments.
Here, fans had to stop the video right as the F1 car crossed the outline and drop their timestamp in the comments.
𝗔𝗻𝗻𝗼𝘂𝗻𝗰𝗲𝗺𝗲𝗻𝘁 𝗔𝗻𝗶𝗺𝗮𝘁𝗶𝗼𝗻: Lenovo Center
I supported the rebrand of the Lenovo Center arena through the production of this video, and support onsite at the launch event.
𝗔𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻 𝗧𝗲𝗮𝘀𝗲𝗿: Lenovo x Wimbledon
My team created this short animated clip to tease Lenovo's partnership with Wimbledon in 2021.
𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 𝗥𝗲𝗰𝗮𝗽: Lenovo & Carolina Panthers
I supported the NA comms team's Evolve Small campaign. This video highlights the Empowering the Carolinas program which was a partnership between the Carolina Panthers football team & Lenovo to award small businesses with technology upgrades.
𝗥𝗮𝗰𝗲 𝗧𝗲𝗮𝘀𝗲𝗿 𝗔𝗻𝗶𝗺𝗮𝘁𝗶𝗼𝗻: Lenovo & F1 Hungarian GP
To generate buzz around upcoming title races without on-site footage, we produced animated teasers that captured the energy and anticipation of race day.
𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁: Lenovo & Wine to Water
This video was filmed at Lenovo Accelerate 2022 to highlight the work that Wine to Water & Lenovo partnership.
Wine to Water is a non-profit that helps provide & ensure access to clean water globally.
Wine to Water is a non-profit that helps provide & ensure access to clean water globally.
Employee Advocacy
Highlighting employee leaders & company culture.
𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗲 𝗦𝗽𝗼𝘁𝗹𝗶𝗴𝗵𝘁𝘀: When I Grow Up
When I Grow Up was designed to compliment executive thought leadership by highlighting the unique stories of early-career employees.
𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Employee "Soundbytes"
In order to highlight employees who were not local, I developed a series of soundbites. Participants were asked to record themselves & provide a headshot.
𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗲 𝗦𝗽𝗼𝘁𝗹𝗶𝗴𝗵𝘁𝘀: When I Grow Up
When I Grow Up was designed to compliment executive thought leadership by highlighting the unique stories of early-career employees.
𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Employee "Soundbytes"
In order to highlight employees who were not local, I developed a series of soundbites. Participants were asked to record themselves & provide a headshot.
𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗲 𝗦𝗽𝗼𝘁𝗹𝗶𝗴𝗵𝘁𝘀: When I Grow Up
When I Grow Up was designed to compliment executive thought leadership by highlighting the unique stories of early-career employees.
𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗲 𝗦𝗽𝗼𝘁𝗹𝗶𝗴𝗵𝘁𝘀: When I Grow Up
When I Grow Up was designed to compliment executive thought leadership by highlighting the unique stories of early-career employees.
Holiday Content
Branded content celebrating holidays throughout the year.
A Lenovo TrackPoint Halloween 2023
Each year, my team brought Halloween to life with a new animated story, this one even took home a Shorty Award!
Mother's Day 2025
I often like to experiment with different media formats. In this clip we celebrated Mother's day using stop-motion & papercraft.
Community Management
Directly engaging with social media communities.
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