Alessia Cara collaborates with Lenovo, Intel on “Made By” campaign.

Los Angeles, December 19, 2024 – In a remarkable collaboration that bridges the worlds of music, creativity, and technology, Lenovo, Intel, and Universal Music Group for Brands (UMGB) have unveiled an exciting partnership with GRAMMY® Award-winning artist Alessia Cara. This alliance is part of Lenovo’s innovative “Made By” campaign, which positions Cara as the central muse for a comprehensive experience celebrating her musical journey and the technological advancements that have supported it. This campaign also marks the eagerly awaited release of Cara’s fourth studio album, titled "Love & Hyperbole," set to be available on February 14, 2025. This new album promises to showcase Cara’s growth as a compelling vocalist and a thoughtful songwriter.

The Creative Vision

At the heart of this partnership lies the creation of a visually captivating album trailer, complemented by an engaging miniseries. These projects have been developed through a collaborative effort involving Alessia Cara, her creative team, and some of today’s most influential talents in production, styling, design, and immersive world-building. Esteemed directors Dario Caracciolo and Gordy De St. Jeor are leading the effort to transform the album into a visual experience through the trailer. Meanwhile, the celebrated stylist Christian Stroble is in charge of crafting the distinctive wardrobe aesthetic that will bring the project to life. Visual artists and content creators Maris Jones and Gaia Alari apply their unique creative skills to design custom graphics and set crucial scenes for the trailer.

The entire creative and production teams are leveraging the power of Lenovo’s innovative devices, such as the Lenovo Slim 7i Aura Edition and other Lenovo Yoga products, to bring their artistic visions to fruition. These devices are equipped with Intel Core Ultra processors, which enhance each phase of the creative process, from initial storyboarding to the creation of captivating visuals.

Alessia Cara’s Perspective

Reflecting on the journey, Cara shared her excitement and gratitude, saying, "It’s been over a three-year journey, and I’m thrilled that ‘Love & Hyperbole’ will finally be shared with the world. What we are crafting with this trailer is a testament to Lenovo and Intel’s cutting-edge technology and the immensely talented creative team who worked tirelessly to bring the universe I’ve imagined into existence. We had an incredible time making this, and I hope my fans love these visual stories as much as I do."

The “Made By Alessia Cara” Campaign

The campaign is set to feature a three-part episodic series documenting the creative journey behind the album trailer. This series will provide fans with exclusive insights into how Lenovo and Intel have supported and inspired Alessia’s vision. Throughout these episodes, viewers will witness how Lenovo’s laptops and Intel Core Ultra processors have facilitated collaboration and creativity for Alessia and her team. Additionally, the series will highlight the significant contributions of Maris Jones and Gaia Alari in shaping the artistic direction of the project.

Insights from Key Players

Milo Speranzo, Chief Marketing Officer of Lenovo North America, emphasized the importance of showcasing the synergy between creativity and technology, stating, "At Lenovo, we are always exploring ways to highlight how creativity and technology are interconnected across our partners and products. The ‘Made By Alessia Cara’ partnership provides fans with an exclusive glimpse into her latest album while showcasing the creators and technology that made it possible."

Asma Aziz, America’s Marketing Director at Intel, added, "With technology as our canvas, Intel is driving the limits of creativity and collaboration to enrich the human experience. AI empowers us to amplify imagination and innovation, demonstrating that when applied in amazing partnerships like this one with Lenovo, technology has limitless potential to inspire and connect."

Richard Yaffa, Executive Vice President of Universal Music Group for Brands, commented on the ongoing collaborative efforts, saying, "Universal Music Group for Brands, Lenovo, and Intel continue to work together on campaigns that showcase the transformative role of technology in shaping the music industry. The ‘Made By Alessia Cara’ campaign is another example of how we think beyond the conventional to provide artists with the resources to bring their creative visions to life. By partnering with Alessia on this campaign and utilizing Lenovo and Intel’s groundbreaking technology, we are all able to enhance the storytelling of her newest album and inspire audiences to see the possibilities when imagination is powered by technology."

Exclusive Fan Experience

In addition to the campaign, Lenovo, Intel, and Alessia will host an exclusive album underplay event for fans in early February 2025. This event will include a live performance by Alessia, accompanied by interactive projection mapping and other immersive elements designed to highlight the fusion of music, art, and advanced technology from Lenovo and Intel.

The Technological Edge

The Lenovo Yoga Slim 7i Aura Edition and other Lenovo Yoga products used in this campaign exemplify Lenovo’s dedication to empowering creativity with technology. These devices, equipped with Intel Core Ultra processors, were conceived and developed in collaboration with Intel to offer premium experiences like Smart Modes, Smart Share, and Smart Care. These features provide creators like Alessia with the tools needed to fully engage in the creative process. Together, Lenovo’s laptops and Intel’s processors offer a seamless blend of productivity and an intuitive user experience that supports and enhances creative output.

What’s Next

Fans can look forward to the release of Alessia Cara’s official album trailer and the episodic series in January 2025, followed by the highly anticipated album "Love & Hyperbole" on February 14, 2025. This collaboration not only celebrates Alessia Cara’s musical journey but also highlights the innovative intersection of technology and creativity, promising to inspire and engage audiences worldwide.

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