ASUS ProArt | 2024 Creator AI Laptop Full Lineup Launch Campaign

Context

What new perspectives emerge when ProArt meets AI? What new chapters unfold when ProArt ventures outdoors? In 2024, the creator laptop market is undergoing seismic shifts driven by the AI technology boom, evolving creative formats, and expanding creative demands. At Computex 2024, JL partnered with ProArt to launch a series of groundbreaking creator AI laptops under a refreshed brand proposition. From positioning to identity, through three distinctly designed and positioned laptops, ProArt declares itself no longer just a creative companion for select professionals—it now ventures outdoors, transcends creative boundaries, and accompanies every creator on their personal creative journey.

Strategy

Anchored in the brand message "Where Your Story Begins," we established a communication framework centered on "Product × Creative Context × User × Performance." The P16, PX13, and PZ13 were mapped to application scenarios ranging from urban environments to natural landscapes, integrating creative needs with product characteristics and AI application potential. Through storytelling, we imbued each product with distinct personality and clear usage profiles, fostering resonance between creators and the brand while showcasing ProArt's newfound embrace of outdoor creation.

Solution

Building on the refreshed brand identity, JL developed product video, Product Tours video, scenario photos, and key visual, while updating the Brand Visual Guidelines to version 2.0. We introduced new creative workflows where visuals transcended pure functionality—3D integrated with live-action, AI applications, and virtual production constructed scenario transitions to strengthen narratives. Photography leveraged AI-assisted compositing to break through traditional constraints, with enhanced workflows and technology delivering greater production flexibility and precision. From product to scenario, moving image to still, connecting online and offline—we opened creative imagination and amplified marketing extensibility. ProArt evolved beyond a premium professional tool to become an outdoor creative partner, establishing new market connections and brand impressions amid the shifting creator ecosystem.