Lenovo x Disney
The What
Lenovo x Disney – Star Wars IRL
We wanted to do more than launch another campaign, we wanted to hand power to the players. The first-ever IRL multiplayer lightsaber duel in AR. No more solo Jedi training. For the first time, Star Wars fans could battle each other, live, in their living rooms.
The How
We built the campaign from the ground up to deliver head-to-head gameplay that felt cinematic, physical, and personal. We dropped it with gameplay trailers, influencer demos, and a fan-first launch strategy.
The Why
This wasn’t about product, it was about presence. Star Wars fans didn’t just want to pretend to be Jedi… they wanted to feel like them.
Why I Love It
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We blurred the line between fandom and reality. This wasn’t just AR—it was adrenaline.
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We gave gamers the power to become part of the Star Wars universe, IRL, on their terms.
