Acer — Dare To Be Swift
Acer’s Swift 7 laptop needed more than a tech demo. It deserved a story.
We paired the world’s thinnest laptop with world-class ballet dancers to create a modern, artistic narrative that celebrated its featherlight design and powerful capabilities. Every leap, turn, and extension became a metaphor for the Swift 7’s engineering: impossibly thin, deceptively strong, and crafted with precision.
Elegance in Motion
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Power in Every Frame
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Elegance in Motion * Power in Every Frame *
Where Tech Meets Grace
Working with elite dancers from across the U.S. (including stars from the American Ballet Theatre, New York City Ballet, and So You Think You Can Dance) we created a cinematic brand series that captured the laptop’s duality of lightness and strength.
Performance with Poise
Dancers like Gillian Murphy, Ashley Bouder and Lauren Froderman brought the story to life, demonstrating how true performance combines effortless grace with incredible strength. The campaign became a celebration of movement, precision, and the engineering brilliance behind Acer’s flagship laptop.
Turning Cultural Tension Into Earned Media Triumph
After Vogue faced backlash for dressing Kendall Jenner as a ballerina, the dance world was hungry for authentic representation.
Featuring acclaimed dancers at the top of their field, the work was embraced by the dance community and shared widely across social and industry channels.
The result: a surge of positive earned media, endorsements from dance voices, and recognition for elevating authentic talent during a culturally sensitive moment.
