Sunday, May 27, 2018
You are here:

EP+Co., Director Reiff Team On Pixel Showcase For Lenovo YOGA 910 Notebook


Robert Goldrich
Tuesday, Jun. 6, 2017


Log in or register now!

This one-minute spot for the Lenovo YOGA 910 notebook--created by EP+Co. (formerly Erwin Penland), directed, shot and edited by Manfred Reiff and produced by JH Artist Group--uses grains of rice to represent pixels in a visually impressive demo of what 4K resolution looks like on the new Lenovo YOGA 910.
The voiceover reveals that standard definition screens have 350K pixels, while HD screens have 2 million pixels. While the voiceover is explaining this, we see a team of black-clad artists in a studio starting to assemble a rice sculpture on a flat white platform, similar to how Tibetan monks create Buddhist sand mandalas. As the spot progresses, we see they’re creating a giant eye--paying off the copy line that, with the YOGA 910, “you can see every last detail.”


Client Lenovo Agency EP+Co. John Cornette, EVP; R.G. Lacandola, associate creative director; Mikael Kriisa, sr. art director; Jimmy McDonald, copywriter; Danny Miller, VP, director of content production. Production JH Artist Group Manfred Reiff, director/DP/editor; James Hendershot, exec producer; Ron Heard, line producer; Megan Caponetta, art director, prop stylist.

Category of ScreenWork: 


<iframe width="560" height="349" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="640" height="390" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="853" height="510" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="1280" height="750" src="" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Sunday, May. 27, 2018

In the largest disturbance yet in Disney's otherwise lucrative reign over...

Friday, May. 25, 2018

SHOOT premiered its 16th Annual New Directors Showcase reel at the DGA...

Friday, May. 25, 2018

Flinching when he heard himself described as a man who used power to prey...

Friday, May. 25, 2018

Dattner Dispoto and Associates ( DDA ) has signed DP Tucker Korte and...

Friday, May. 25, 2018

Brand experience agency WRG has brought Jennifer Baker on board in a newly...

Thursday, May. 24, 2018

From Albert Einstein in season one to Pablo Picasso in season two, the bar...

Recent SPW Releases

Friday, May. 25, 2018

DigitalFilm Tree, an award-winning post production and software...

Thursday, May. 24, 2018

Hawk-Woods, innovative developer of broadcast power solutions, has...

Thursday, May. 24, 2018

Sony Pictures Entertainment (SPE) recently completed a 4K restoration of...

Wednesday, May. 23, 2018

The Cannes Lions International Festival of Creativity has announced the...

Wednesday, May. 23, 2018

The Make-Up Artists & Hair Stylists Guild (MUAHS, IATSE Local 706)...

Wednesday, May. 23, 2018

Fourteen productions are nominees for Best of Festival in the 2018 US...