Intel

11th Gen Processor Virtual Launch Event

The world’s first virtual production launch event

THE ASSIGNMENT

When the global pandemic hit in 2020, Intel was about to release its next generation processor for desktop computing. But with the COVID-19 social distancing mandate in place, it needed an alternative to a live event. We presented the option to do a virtual launch event using virtual production technology to take the audience on an immersive journey to learn about the capabilities and benefits of the new processor.

SOLUTION

To bring that story to life, we developed a complete launch strategy, creative platform and storyboard, then worked with Intel’s executive keynote team to help write the scripts.

This was the world’s first virtual event created with virtual production and it was our first project using our new xR stage. This was also early in the development of virtual production so it meant creating Unreal Engine background environments either from scratch or by modifying marketplace 3D assets. We integrated the Unreal environments with foreground sets and props to create seamless, realistic scenes with correct parallax, depth of field and camera tracking.

All of the surrounding background imagery was rendered in real time in Unreal Engine and displayed on high resolution LED screens on our stage. We then incorporated 2D and 3D graphics as front plate elements tracked to the UE scene, but composted in post.

We shot the keynotes in our studio in 2 days, then 8 additional breakout/demo sessions for the next 3 days.

The launch was a huge success in terms of streaming views and social engagement.