Intel was launching the Core Ultra system with a new AI chip and wanted a campaign execution that would make a splash at a tech conference, while also resonating with the target demographic (primarily tech-savvy Gen Z and Millennials).
Alongside my design partner, I scripted and pitched the idea Make more of every moment, about a young woman frantically pulling together a last-minute video reel for a birthday celebration, using the new capabilities of the Core Ultra system.
My design partner and I chose a production company that best captured the spirit of our idea — demonstrating fast-paced, dynamic movement to generate excitement — and talent that fit the target demographic.
Since our main character was traveling in a car for most of the video, we not only needed to film inside and around the vehicle, but also imply that the vehicle was moving. We chose to use background plates, with pre-recorded video surrounding a stationary car to simulate movement.
We created a 90-second trailer for the conference, and also created shorter versions for social media. Intel liked the visual treatment I had suggested for the chip so much that we used it to officially launch the chip at a Times Square activation.
The campaign was a success, and Intel asked us to continue the series, but with a back-to-school theme. So we extended the Make more of every moment campaign, creating a 60-second video of a high school student using the Core Ultra laptop to build a highlight reel for college soccer tryouts.
We also pitched, scripted, and shot a 30-second video of the student using the PC to create a workout routine, and two 15-second videos of the student at college, using the laptop to study and share photos of her dorm.
I was happy to lead the Make more of every moment campaign, delivering a successful brand activation and gaining invaluable on-set experience while collaborating with the production crew, talent, and my design partner to bring the series to life.
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