Share. Mod. Tweak. Tune. Repeat. Because THIS is the game.

To launch the Lenovo Legion Go Gen 2, a powerful handheld computing device built for gamers, our London studio partnered with Lenovo Legion to celebrate the modding community.

This launch comes off the back of the success of Lenovo’s first handheld device - the Lenovo Legion Go. This all-round powerful computing device gave gamers the chance to be mobile, game on the go and do so much more. But more importantly, it helped foster a community of committed modders. People all over the world united by their passion for tweaking and re-modelling, to make their devices reflect their true personality.

This community swaps ideas, 3D prints their own inventions, problem-solves, creates unimaginable modifications and shares everything - some have even started their own mod shops.

So, to create a campaign that would build a genuine connection with the modding community, we knew they had to be at its heart. Listening to real community conversations and gathering insights, we discovered that when people talked about these devices, gaming wasn’t the main driver - modding was the real game.

The campaign film was built around this sentiment, creating a message that empowered them to modify their devices to suit their style, personality and needs. Showing how community-led creativity can push the industry forward - while also showing that Lenovo truly understands why people loved this device so much.

Visually, our film was inspired by the raw, cut-and-paste energy of zines. Using modular blocks mixed with user-generated content, publisher gameplay, and our own specially shot footage to capture the DIY spirit of modding and heroing this creative community.

If you thought playing video games was the game, think again. Because modding the product itself... THIS is the game.