Creative Director - Lenovo SSG Video Account
It’s all fun and games until your target audience is “the CIO.” As Account Creative Director for Lenovo’s Solutions & Services Group (SSG), I led a full spectrum of video initiatives, from concepting, writing, and directing to building the infrastructure that transformed how Lenovo approaches video at scale.
In this role, I managed both an internal creative team at Myriad and a wide network of freelance directors, editors, and animators. I ensured that each project delivered world-class quality while staying on brand and on budget. Alongside hands-on creative, I focused on operational excellence and brand cohesion.
A Center of Excellence.I developed playbooks that standardized video formats, built a curated B-roll library with rigorous logging and tagging for rapid asset retrieval, and created a MOGRT library that streamlined motion graphics production. I also implemented standardized Input and Creative Briefs, tailored to how Lenovo’s offering managers prefer to work, which simplified collaboration and reduced onboarding time for new projects.
To support consistency and efficiency, I architected a Notion-based Center of Excellence hub that centralized resources, templates, and best practices. Combined with a structured content calendar system and weekly client check-ins, these systems gave Lenovo more visibility into budget, project prioritization, and overall content strategy.
True ImpactLenovo SSG reduced overall video spend by creating economies of scale, accelerated turnaround time for new assets, and eliminated unnecessary “video pollution” by aligning production with genuine business needs.
What began as a series of videos grew into a sustainable creative ecosystem powered by a hybrid team model that blended in-house talent with a curated global freelance network.
