Intel
CES 2021 Virtual Experience
Do something wonderful
THE ASSIGNMENT
When CES announced it was going entirely virtual in 2021, with no physical presence in Vegas, every tech company on the planet was forced to rethink everything. It was a daunting challenge.
Given our track record with Intel and the fact that we had just completed a successful virtual launch of its 11th Gen processors, Intel asked us to take this monumental marketing challenge head on. They knew we could deliver an engaging online experience that would keep Intel in its leadership position for this business-critical event.
SOLUTION
Our creative strategy was based on Intel’s new brand positioning to “Do something wonderful.” Partnering with Intel’s event marketing team, we designed and produced a social media teaser video, a pre-show “CES Spotlight” virtual musical experience with Andra Day, a keynote for Intel’s Client Computing Group, and an online Retail Experience featuring a series of presentations, announcements and demos. We also created a brand anthem film and keynote for Mobileye, Intel’s Autonomous Vehicle company in Tel Aviv, Israel.
To deliver a consistent, One Intel brand experience, we designed a flexible, unified digital presentation environment that emanated from the Intel logo. This “Spark Space”—featured multiple content zones for presenting Intel’s story. Based loosely on the idea of a computer retail store of the future, it served as Intel’s content hub. Built in Unreal Engine, this 3D model could be simply rotated in 3D space on our LED volume to transform the environment.
We built several presentation tables for demos with real computers, then created digital twins in the UE model to maintain visual consistency and depth. The set also included large screens that we used for speaker support graphics. We also superimposed and tracked 2D graphics in the foreground in post-production.
We shot the CCG Keynote and Retail Experience and all demos on our Virtual Production stage with strict COVID protocols in play. Our remote teams in Israel, Detroit and Portland shot B-roll, drone and car-to-car footage that was incorporated into multiple deliverables.
We handled all post-production and created every element of CES for Intel in four months.
IMPACT
Intel’s presence at CES was consistently recognized by the press as one of the best, and according to Forbes it “Cranked CES to 11” with its presentations and announcements.
It was also ranked among the 10 most remarkable virtual exhibits by Exhibitor Magazine:
“When it comes to virtual-event programming, no CES 2021 exhibit held a candle to Intel Corp. Executed by Intel and Intrepid Creative…the combination of high-quality content and an intuitive user interface rendered Intel's CES activation a rabbit hole of engaging, inspirational, and educational programming that was both professionally produced and authentically approachable.”
