According to a conducted survey, today one out of every five mobile phones has a broken display.

That is why Lenovo developed the first ever mobile phone with a shatterproof display - the Moto X Force.

Our task was to promote this brand new phone via online media using only a limited budget.

We joined up with a real academic painter to bring the stories of the shattered displays to life in large form on canvas. We started with three paintings. Each in the size of 90x160 cm - following the 16:9 screen size ratio. We shot a documentary film about our idea and the paintings and placed it on the Facebook. We played with the overall "artsy" tone of voice which became popular and also parodied amongst audience. The idea began to grow wider in the realm of social media. After three weeks we started the delicate unveiling where Lenovo became a natural part of the campaign. Everything kicked off with a dialogue between Lenovo and Rupturalism Facebook pages. Documentary film was followed by three mini-documentaries, each revealing the story hidden in broken display on canvas and offering an alternative to the the world of destroyed displays - the Moto X Force.