ASUS, a worldwide top-three consumer notebook vendor and maker of the world's best-selling, most award-winning, motherboards, enlisted the help of The Mill's Design Studio to conceptualise, produce and deliver the campaign film for the ROG Zephyrus G14/16.
As a laptop designed for gamers and creators, the Zephyrus represents cutting-edge technology and prioritises immersive visuals and high end graphics, and the campaign film perfectly emulates that.
Mill+ Creative Lead, Bradley Fletcher, on the creative process -
"The more we talked with our friends at ROG the more we all aligned that gamers are not just gamers. They’re people with many interests and inspirations. They’re super creative. They make stuff. They create clothes, create music, design posters, code websites, build & render models. And they do all this (ideally) on the same computer. Now more than ever gaming and creating are one and the same. The lines are blurred. People move between passions. They should definitely not be pigeonholed.
All of this allowed us to look away from classic gaming tropes and gaming ads. Instead, widening our scope into areas of music videos, fashion launches, the weird and wonderful world of CG design. All creatively rich territories and all, combined with The Mill's own creative flair, create a different kind of ad. A bold, vivid and mixed media story about MAKING STUFF and the feeling that it gives you.
A feeling we ought to associate with the ROG Zephyrus series."
