Fans can experience a behind-the-scenes look at the creative process for her new project through an episodic series
In their sixth year of collaborating with globally renowned artists to bring their creative visions to life, Lenovo, Intel, and Universal Music Group For Brands (UMGB) has announced a new partnership with singer/songwriter and Grammy Award-winning artist Alessia Cara. This collaboration is anchored in Lenovo’s “Made By” campaign, positioning Alessia as the inspiration for a multi-faceted experience that celebrates the intersection of music, creativity, and technology. The campaign is a testament to the anticipation of Cara’s fourth studio album, Love & Hyperbole, set to release on February 14th. The new record showcases her evolution as a powerhouse vocalist and empathetic songwriter.
At the core of this partnership is creating a visually stunning album trailer and accompanying miniseries designed through collaboration between Alessia, her creative team, and some of today’s most influential creatives across production, styling, design, and world-building. Directors Dario Caracciolo and Gordy De St. Jeor are adapting the album into a visual trailer experience while celebrity stylist Christian Stroble delivers the wardrobe aesthetic. Visual Artists and Content Creators Maris Jones and Gaia Alari are lending their unique creative talents to build custom graphics and set design key scenes for the trailer. All creatives involved in the production will utilize the Lenovo Slim 7i Aura Edition and other Lenovo Yoga devices to bring their artistic visions to life. Beyond the influential creatives, all members of the creative and production teams, from storyboarding to creating captivating graphics, will utilize Lenovo’s laptops with Intel Core Ultra processors to empower and elevate each phase of the creative process.
“It’s been over a three-year journey and I’m so happy that Love & Hyperbole will finally get to float around in the universe,” states Cara. “What we are creating with this trailer is a testament to Lenovo and Intel’s innovative technology and a talented creative team who worked so hard to bring the world I’ve been creating to life. We had a ton of fun making this. I hope my listeners love these visual stories as much as I do.”
The “Made By Alessia Cara” campaign will feature a three-part episodic series that documents the creative journey behind the development of the album trailer, capturing how Lenovo and Intel support and inspire Alessia’s vision. Throughout these episodes, fans will get an exclusive look into the creative process, how Lenovo’s laptops and Intel Core Ultra processors amplify collaboration and creativity for Alessia and her team and emphasize the integral roles of Maris Jones and Gaia Esther Maria in shaping the project’s artistic direction.
In addition, Lenovo, Intel, and Alessia will host an exclusive album underplay event for fans in early February 2025. This event will feature a live performance by Alessia accompanied by interactive projection mapping and other immersive elements, all designed to highlight the synergy between music, art, and Lenovo and Intel’s cutting-edge technology.
The Lenovo Yoga Slim 7i Aura Edition and additional Lenovo Yoga products used in the campaign exemplify Lenovo’s ongoing commitment to empowering creativity through technology. Enabled by Intel Core Ultra processors, Lenovo Aura Edition devices were imagined and co-engineered with Intel to deploy premium experiences like Smart Modes, Smart Share, and Smart Care to provide creators with the tools they need to immerse themselves in the creative process fully. Together, Lenovo’s laptops and Intel’s processors combine productivity seamlessly with an intuitive user experience that supports and elevates creative output.
Fans can anticipate the release of Alessia Cara’s official album trailer and the episodic series in January 2025, followed by the highly anticipated album Love & Hyperbole on Valentine’s Day.
