Intel

Brand Manifesto

Capturing the spirit of a brand

THE ASSIGNMENT

Within every Fortune 500 company, there are times of evolution and transformation that trigger uncertainty and doubt. In these moments, employees often question where the company is going, what it stands for, and how they fit in.

In 2013, Intel faced its second great identity crisis. Its core PC business was in decline, mobile computing was on the rise, and new competitors had entered the market. It also had a new CEO, Brian Krzanich, who was chartered with re-defining the company’s vision and product strategy.

At its upcoming Sales and Marketing Conference, Intel needed to signal change, inspire its employees with a promise of opportunity ahead, and remind them of who they are, what they bring to the table and why they joined the company.

Intel’s executive team asked us to create an inspirational video that would accomplish that goal.

SOLUTION

We wrote a simple, but powerful script that gets to the heart of the brand by asking the audience to think big, dream the impossible, imagine a better world and believe in the power of technology to unleash human potential.

We made the story personal by shooting original portraits of Intel employees and mixing them with stock footage as well of clips of previous Intel videos we had shot to connect the audience to their peers and to the work they do every day to make the world a better place.

The video debuted in front of a live audience at the conference and created quite a buzz. It fact, it was so well received that it was broadly distributed across the company as motivational message in this transformational moment.