Intel
CES 2021 Virtual Experience
Rise up!
THE ASSIGNMENT
At the peak of the global pandemic, CES announced that the tech industry’s largest megaevent would be an all-digital experience—with no presence in Las Vegas. While that was a huge challenge for most big brands, we had just launched Intel’s 11th Gen Processor online using virtual production technology—a world’s first.
Intel knew we needed to completely re-imagine their traditional physical CES presence as a fully virtual experience. We also needed to launch their new brand positioning at the show—based on founder Robert Noyce’s famous quote to “Go out and do something wonderful.”
That powerful call-to-action was the inspiration for our creative because it reflects Intel’s commitment to help solve the world’s most critical challenges with the spark of innovation and human endeavor that runs through both Intel and its customers. It also infuses humanity into everything Intel does because its solutions touch the lives of people around the world.
SOLUTION
Given the level of fear, uncertainty and disruption caused by the pandemic, we wanted to kick off the event with an A-list Performer who could deliver a message of hope and inspiration. Andra Day’s hit song “Rise Up” immediately came to mind, so we approached her with the idea of creating a virtual performance of the song using technology to collaborate with a virtual chorus of gospel singers and musicians from around the world.
Dan Pinkham, our CD and a musician himself, teamed Andra up with a musical director to create an original arrangement for the song, shot and recorded Andra’s vocal performance in her home studio in Los Angeles, then conducted a live zoom recording session with a gospel chorus and musicians backing her solo.
We mixed the final track, and all video sources were animated and composited into a glass square motif based on Intel’s brand. Each square contained a performer, who floated off an Intel laptop, rising up toward a source of light for a moving, inspirational experience.
