Intel

CES 2022 Activation

Altogether wonderful

THE ASSIGNMENT

In 2022, CES reopened to the public with COVID-19 protocols in place. While attendance was down, Intel still needed a high-impact experience to demonstrate its industry leadership.

Based on the success of the 2020 CES show, Intel once again did a “takeover” of the Canaletto Ristorante at The Venetian® Resort, where it hosted VIPs, ecosystem business partners, press, analysts and influencers through an exclusive, invitation-only restaurant activation.

For the patio, Intel wanted to create a dramatic brand experience that would draw attention to its presence. We had pitched a large scale LED cube presentation theater as the centerpiece of Intel’s tech house at the 2020 Olympics, but were unable to install it when the Olympics were cancelled. So when we were tapped for CES, we immediately saw an opportunity to downscale the core concept for the show.

SOLUTION

“The Spark” (named for the key visual element of Intel’s brand) was a 14’ LED video cube that told the story of Intel’s 12th Gen processors through branded content, animation and 3D visuals that showcased the processor’s ARC graphics performance.

To illustrate how the Spark would command a dramatic presence in the middle of “St. Mark’s Square” we produced a “fly-through” animation of the 3D scale CAD model.

We then used the model for creating a series of style frames to share with the executive team.

The Spark offered a “surprise” experience for VIP visitors within the patio perimeter. They could walk into the cube and be immersed in a 360º visual and surround sound experience showcasing the Alderlake processor architecture. We designed and animated the video in a 360º format. We shot 360º VR footage of computer users in our studio for part of the journey. Attendees could also play high performance video games mapped to the walls.

We were responsible for all visual design, animation and editorial as well as all technical design, fabrication, programming and installation of the experience.

We built a custom two-sided aluminum frame for the LEDs, and a raised floor for the exhibit to create a clean safe environment and to hide the miles of cables needed to run the Spark. We did our final testing and programming in the Taylor Group’s warehouse in Las Vegas.