ASUS – Gaming is Creating

ASUS, a worldwide top-three consumer notebook vendor and maker of the world’s best-selling, most award-winning, motherboards, enlisted the help of…
ASUS "Gaming is Creating"
Case Study

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."


Client: ASUS

Production: Mill+
Producer: Johnny Blick
Production Manager: Thom Green
Production Coordinator: Millicent Sharratt
Talent: Grace Acladna
Direction: Bradley Fletcher & Georgia Paes
Creative: Bradley Fletcher & Georgia Paes
1st Assistant Director: Jai Lusseri
Director of Photography: Jack Reynolds
1st Assistant Camera: Charlie England
2nd Assistant Camera: Stephanie Hornby
DIT: Nelson Oliver
Grip: Daniel Essex
Video Playback: Mickey Richards
Gaffer: Marco Di Giulio
Electricians: Ally Gadella, Jack Gunesh
Prop Buyer: Alyssia Kremin
Props Master: Scott Rogers
Hair and Make-up: Dorita Nissen
Wardrobe Stylist: Sammy Corneille
VFX Supervisor: Dan Lorenzini
VFX Assistant: Polly Gwinnett
SFX Technician: Antonio Cardoso
Runners: Joe Campbell, Charlotte Blick

Design and VFX: The Mill Design Studio
Art Director: Sam Singleton, Paul Bloomfield
Lead Designer: Andrei Poleshko
3D Motion Design: Sifagul Keser, Jayden Kimpton, Ezequiel Grand
2D Lead: Paul Hunt
2D: Polly Gwinnett
Head of Design: Matt Campbell
Head of Production, Design: Becca Jones
Producer: Teddie Hanifan

Edit: The Mill
Editor: Zoe Izzard

Colour: The Mill
Colourist: Philip Hambi
Colour Assist: Rory Leighton

Music & Sound Design – Echoic Audio

Speak to Us About Our Work