TAIPEI, Taiwan, May 10, 2022 — ASUS today announced a new chapter in its search for incredible. With the launch of the Incredible Comes From Within campaign, ASUS reveals where incredible comes from for its 2022 lineup of new Zenbook premium laptops. The launch is marked by the release of a campaign video featuring the renowned British visual artist, Reuben Wu (www.reubenwu.com).
On a conceptual level, the campaign is intended to deliver a comprehensive brand story for the 'Modern Zen' design aesthetic and spirit that is responsible for the contemporary new appearance of the latest Zenbook models. Incredible Comes From Within has a two-threaded approach, summarized in two sentiments: Incredible Comes From Within Us and Incredible Comes From Within You. The former refers to the endless drive, determination and persistent pursuit of flawless perfection that characterize the ASUS approach to product design. The latter sentiment reflects how the new Zenbook series enables users to create what has never been seen, and dream what has never been dreamt. The overarching message for the campaign is that incredible has always been inside all of us, and it’s the mission of the Zenbook series to accompany users in their journey of actualization.
Incredible Comes From Within
For Zenbook, challenging the status quo takes courage. We see things as they really are and re-think each problem from its root even if it means going against the tide. We forge new paths to where we can see beyond the obvious. We reveal our true colors. We choose to reject the easy way out and blaze our own trail. We choose to explore uncharted territory, setting our course to the unknown. We stay true to our choices and choose to create the best version of ourselves.
Incredible not only comes from within artists like Reuben, but it also comes from within each and every one of us. With drive and determination and an ASUS Zenbook, we can all find inspiration to unlock our creative powers within and create incredible moments of our own.
Visual artist - Reuben Wu
Visual artist Reuben Wu is famous for his light-painting photography project called Aeroglyphs. “My whole motivation is to make the viewer ask questions about what they are seeing, about themselves. I think that’s the whole purpose of art,” he says. The project features dramatic landscape and seascape photographs created using a drone with a lighting rig attached. The drone traces large temporary shapes in the air, and long exposures are used to capture the magical scenes.
Reuben sees things from different perspectives to create artworks that are truly niche and have never been seen before. The Zenbook series, with its endless drive to be innovative and to become a creator’s perfect companion, sits perfectly with Reuben’s need to be inspired, creative and innovative. “What I like about the Zenbook is the ability to look at images in the way that I have not done before on a laptop,” he explains.
Realizing the incredible moment
The Incredible Comes From Within campaign begins when Reuben arrives on the volcanic island of Gran Canaria in Spain. He spends over a week scouting the out-of-this-world landscapes, searching for the perfect location to create and capture an incredible moment. Reuben and ASUS also teamed up with illustrator Kveta Kubus and drone operator Zac Henderson to ensure the incredible moment was unlike any other. The innovative new features in the iconic ASUS Zenbook series helped all three of them to see things from different perspectives and work together to create a truly one-of-a-kind moment.
Racing against time and facing sudden weather changes, the campaign captures the team’s relentless journey that leads to a volcanic peak called Roque Nublo. There, they battle with the elements, the sun, the moon and the stars to help Reuben to create and capture a once-in-a-lifetime incredible moment. His creation is a spectacular Aeroglyph flying above and lighting up the top of Roque Nublo. For thousands of years, glyphs have been written on paper, sketched in sand and carved in stone. Reuben draws his in the air, with light.
The all-new 2022 Zenbook lineup
The 2022 Zenbook lineup includes three series: Zenbook, Zenbook S and Zenbook Pro. Zenbook is the perfect choice for a highly portable everyday laptop with excellent all-round performance.
The thin and light Zenbook S 13 OLED and Zenbook S 13 Flip OLED were used by the illustrator Kveta in the video. Zenbook S comes with a lighter, thinner chassis and a longer lasting battery performance, for illustrators like Kveta to create on the go, wherever they go.
Reuben uses Zenbook Pro 16X OLED and Zenbook Pro 14 Duo OLED to create his beautiful artworks. Zenbook Pro 16X OLED is a no-compromise creator laptop with a wealth of innovative design features such as Active Aerodynamic System Ultra (AAS Ultra) and ASUS Dial. Zenbook Pro 14 Duo OLED is an Intel® Evo™-certified powerhouse that's designed for creative excellence with its ASUS ScreenPad™ Plus secondary touchscreen, which is perfect for creators like Zac and Reuben to collaborate seamlessly.
The new Incredible Comes From Within marketing campaign is a distillation of everything that makes the new Zenbook series a unique and innovative family of premium laptops. It focuses on the products, the users, and the creative leaps of imagination that can be inspired when these are brought together.