The power of chi

Made with love in

Amsterdam

ASUS

The power of chi

BRIEF

The 2-in-1 Asus Transformer Chi is the ultimate device for a life on the go. It’s design, inspired by the Asian philosophy of Chi, brings it to the top of the 2-in-1 category. Our task was to create a Manifesto film to launch the Chi series during the 2015 edition of the CES in Las Vegas.

THINKING

The film should convey the meaning of Chi. This philosophy is more than a word, expressing the combination of air, energy, and power. Chi is an invisible energy, greater than air.

This premium product, targeting a premium audience, deserved a premium treatment. A mysterious landscape, in an ancient setting, with the power of Chi at its source.

IDEA

How to best capture something invisible? Even if air and energy were the real heroes of our manifesto, we needed someone to interact with these elements. Someone that can actually master this energy.

Placed in a wild environment, surrounded by nature, we gave a Tai Chi master our written manifesto and had him interpret together with the creative team a beautiful choreography, to embody the power of Chi.

We also developed the Chi logo, which is now used as the global series logo.

RESULTS

A successful launch at the CES 2015 in Las Vegas, a 1 min manifesto video used to present the Chi series across different events and internally.