Creativity Decoded
Global creator collaboration campaign launching Acer’s ConceptD brand, empowering artists to produce ambitious passion projects using the new hardware.
Impact
30 million video views
1.5 million clicks
Recognition
The campaign successfully positioned ConceptD within the global creative community while generating strong engagement.
Concept
ConceptD was Acer’s newly launched product line designed specifically for creators — filmmakers, designers, animators, and digital artists who require powerful hardware to bring their ideas to life.
As a new entrant in a competitive creative hardware market, the challenge was not just to introduce the products, but to build credibility and inspire a community of creators around the brand.
To achieve this, we launched Creativity Decoded, a global creator collaboration series that provided selected artists with ConceptD hardware and the resources needed to bring ambitious personal projects to life.
The campaign featured collaborations with a diverse group of creators across disciplines including digital art, performance, animation, and music. Each project demonstrated how ConceptD technology could unlock new creative possibilities.
The result was a series of visually striking pieces of content that showcased both the creative process and the final work, helping position ConceptD as a brand built for creators, by creators.
My role
I led the project from the agency side, overseeing the campaign from creator scouting through production and launch.
My responsibilities included:
Identifying and pitching potential creators for the collaboration series
Managing campaign budgets and production timelines across multiple projects
Coordinating communication between creators, agency teams, and the Acer client team
Overseeing production and filming on-site in Miami and New York
Ensuring smooth collaboration across the different creative partners involved
This role required balancing creative ambition with operational execution across multiple parallel productions.
Credits
Group Account Director — Nathan Baker
Account Manager — Kristina Knut
Account Executive — Sunny Zhou
Creative Director — Jason Breen
Copy — Michael Russom, Tom Johnson
Design — Vladimir Crvenkovic
Collaborations with:
Digital Domain
LAIR
BalletMET
Zach Lieberman
Ars Thanea
Yomagick
Joeri Reynaert
Gerald Russelman