Lenovo and Intel’s branded content series ‘Brave New Art’ is back with its second season on Disney+ Hotstar.
The series is conceptualised by FCB Kinnect.
The series unites artists across different mediums to forge a creative fusion.
In a press statement, FCB Kinnect said that this season, the singular promise of being 'braver' shines through every aspect, from the diverse art mediums and edgy artists to storytelling, production, and the awe-inspiring final result.
Four Indian artists, each masters in their respective disciplines, are challenged to combine their creative prowess and take their creativity to unexplored heights.
Gopika Sukumaran, a Kalaripayattu martial artist, and Vinay Hedge, a Tilt Brush artist, kick off the series. Swapping her sword for a digital tilt brush, her warrior moves create a multi-dimensional painting.
The second episode features digital artist Siddhant Gandhi (@toosid) and AI artist Madhav Kohli (@mvdhav), tackling the unprecedented task of envisioning a museum 500 years into the future.
Each exhibit in the virtual museum pushes the limits of creativity and showcases the seamless fusion of art and technology.
Using the Intel-powered Lenovo Yoga laptops, the content series breaks new ground for the category.
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National Creative Director, Kartikeya Tiwari, said, “We’re very grateful and proud to create long-term intellectual properties for our partner brands. Brave New Art is one of the finest from our creative house. This year we decided to set a starting point which was scarily audacious.”
“Our innate curiosity drove us to wonder what would happen if Kalaripayattu meets 3D Art or what would a museum of the future look like. With Lenovo and Intel’s partnership, and collaborations with top-tier artists, we were able to really make art that is brave,” Tiwari added.
Monica Reddy, Brand Marketing Manager, Lenovo, stated, "Time and again, we marketers have been spoon-fed the myth of dwindling attention spans – that we have seconds to convey our message given that the world lives under a great deluge of entertainment and information. Brave New Art Season 1.0 proved that wrong. When truly captivated by a compelling story, people have plenty of time and attention. And with Season 2.0, the attempt is to take storytelling and visual delight up by several notches. The Lenovo Yoga range offers many exciting features, especially for creators. And what better way to bring this alive than to show real-life use cases in an exciting, engaging format – albeit 8-10 mins long? It transcends a mere campaign for us by inviting consumers on a creative journey and establishing the Yoga ecosystem as an essential must-have for those in the field through demonstration."
George Chacko, Director, Global Account (Lenovo), Asia Pacific & Japan, Intel, said, “Intel is incredibly proud to be associated with the ‘Brave New Art’ campaign, helping artists push the boundaries of creativity using cutting edge technology made possible by the strong collaboration between Intel and Lenovo. It is not surprising that the creative team behind this new campaign chose the latest Lenovo Yoga Laptops powered with Intel® Core™ processors. These laptops, exemplifying the future of computing and torchbearers of Intel’s Engineered for Evo program, deliver to the best-in-class AI-powered performance, enhanced battery life, instant wake, fast-charging, high-quality cameras and enhanced connectivity features.”
Credits:
Agency: FCB Kinnect
Creative team: Kartikeya Tiwari, National Creative Director; Mithun Mukherjee, Executive Creative Director; Vandita Gauba, Associate Creative Director; Priyanka Soni, National Design Head & Sr. VP; Brian D'cunha, Senior Art Director; Sohail Shaikh, Sr. Creative Executive and Charuvi Khandelwal, Copy Supervisor
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