Work Smarter. AI Harder.

To help launch the groundbreaking P5, the first AI-enhanced work laptop from ASUS, our agency was tasked with creating a series of creative assets that showcase its product benefits.

The Challenge

When AI was first introduced to the world, people in the business sector viewed it as a threat to job security. We wanted to subvert that notion and change perceptions of AI into something more positive and inspiring.

The Creative Strategy

We created a campaign that showcased how AI technology doesn’t threaten your role, but instead helps you excel and focus on the things that matter. The core message was that AI could amplify human potential, not replace it.

The Execution

Shot in Taipei, we captured a series of visuals that represented different industries and markets around the world. In each ad, we showcased how the P5 Laptop with its AI technology is able to amplify your potential at work, while helping you minimise labour.

The Results

The resulting advertising campaign successfully launched the groundbreaking P5 laptop, creating a suite of creative assets that positioned AI not as a threat, but as an essential tool for modern professionals. The campaign's positive and inspiring message helped change perceptions and showcase the tangible benefits of AI-enhanced technology in the workplace.