ASUS
INCREDIBLE COMES FROM WITHIN

Campaign Film

For ASUS’ global Zenbook campaign “Incredible Comes From Within,” the film follows visual artist Reuben Wu into the volcanic landscapes of Gran Canaria as he works towards one of his signature light installations. The story focuses on what happens before the final image: tracing the stars, adapting to unpredictable weather and making decisions under time pressure. His creative process brings the campaign idea to life, showing that the drive to create comes from within. At Looping, I worked with Creative Director Lukas Palm, researching potential artists and protagonists and shaping the concept, narrative, hooks, key visuals and light formations designed to echo the landscape’s monoliths. The film received five nominations at Berlin Commercial and won Best Color Grading.