ECD at Byron McKenzie Kiefer McKenzie says: “Rather than just seeing upgrading as a chore to improve hardware, the campaign aims to get key decision makers to see it as an opportunity to improve everything. It’s a way for ASUS Business to begin a conversation with their potential customers and to get them to redefine what ‘upgrading’ can mean to their business.”
Tommy Tai, ASUS commercial PC global campaign director says: “Sharing our brand vision is ever more critical as modern technology plays a profound role for companies to not only achieve growth but enable them to break through. With BM and Vantage’s partnership, we were able to deliver that vision through compelling, meaningful, and human stories.”
VFX was handled by Bangkok based VFX house Bassugga Studio, who worked closely with the team to create a particularly complex CGI timelapse shot of a skyscraper being constructed.
Director Paul Moore added: “I love the epic scale of the films and the aspirational tone it brings. It’s a good day whenever we can tell a story for a technology brand that isn’t just about tech specs.”
The ‘Upgrade to Incredible’ campaign will be launched through various digital channels, including online video and social media.