Lenovo (2021) 2021

For their #SmarterInspo campaign, Lenovo and Diaa Allam explore the power of technology and how it assists in creativity and the process of making art. As a pioneer in using Arabic calligraphy in new mediums, Diaa Allam is always searching for new tools and approaches to spread the beauty of Arabic art and culture to new audiences. For the collaboration, Allam customized a Lenovo laptop with his bespoke handwriting style.