My Work

Over the past decade, my work has shaped Lenovo’s voice across social media. From consumer tech to enterprise solutions - I have:

Directed content published across Lenovo’s global social media channels.
Managed teams of in-house creators responsible for creating always-on content.
Led end-to-end coverage at industry events, managing multiple agencies.
Consulted on multi-million dollar product campaigns.
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.

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.

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.

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.

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.

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!

Community Management

Directly engaging with social media communities.

𝗣𝗿𝗼𝗮𝗰𝘁𝗶𝘃𝗲 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Celebrities & Influencers

For years I was the global lead of community management at Lenovo. In this time I had many high-impact interactions with celebrities & influencers.

​Bryan Custer