Intel

Ice Lake Processor Virtual Launch Event

How wonderful gets done

THE ASSIGNMENT

Based on the success of our first virtual production event for Intel’s 11th Gen laptop processor, Intel came to us to launch their next generation Xenon processor, code named “Ice Lake” in 2021. Designed for datacenter and high performance computing deployments, this Xenon processor represented a significant performance boost for key emerging workloads: IoT, 5G, AI, HPC and cloud computing.

Intel wanted to tie the benefits of this CPU architecture to its high level brand promise to “Do something wonderful” so we positioned Xenon as the enabler of that promise—helping people solve their unique challenges—their “X.”

SOLUTION

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

With both executives in the role of storytellers, we took the audience on a journey through an environment based on a visual metaphor of digital art gallery—a place to reflect, stimulate imagination, expand awareness and gain perspective on the world around us.

On this journey, we discover a magical cubic gallery based on the Intel “Spark” brand—a virtual presentation space where ideas and content come to life.

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 graphics as front plate elements tracked to the 3D scene, but composted in post.

We shot the keynotes in our studio in two days, then five additional breakout demo sessions for the next two days.