PORTFOLIO PROJECT
INTEL, CCG
Intel’s Client Computing Group (CCG) has traditionally held down the company’s PC processor business. But as the PC market has evolved, so has CCG.
Currently, CCG creates processors and other technologies that power all kinds of computing devices. And all of this tech — from cutting-edge smart-home mesh networks, to state-of-the-art graphics and gaming capabilities, to crazy-fast boot and data-transfer speeds — is geared to make tomorrow happen today.
So when CCG was in need of a B2B showcase video, we were psyched to deliver. Our goals were clear. At the highest level, we needed to:
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Get Intel partners (our audience) excited about a rich slate of upcoming tech;
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Demonstrate how the tech performs — how it will transform everyday life;
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Help partners realize they’re part of something bigger — that it’s not the tech, but what the tech enables that makes Intel components so important.
Everything made sense. But then we heard something unexpected. The CCG team wanted to do something decidedly different from the Intel norm. Something that showcased “cold” future tech with the “warmth” of real life.
With the initiative clearly defined, and challenges as big as the project goals, we dove in.
CLIENT ::
Intel
SERVICES ::
Creative Direction, Team Leadership, Team Management, Ideation, Creative Concepting, Scriptwriting, Casting, Directing, Scoring, Editing, Copywriting, Copyediting, Content QA
CHANNELS ::
Video, Digital, Live Events
APPROACH ::
Unexpected, Strategic, Narrative, Multidisciplinary, Product-centric
INTEL, CCG :: MORE
We assessed the creative terrain. Sleek animations, data depicted as high-speed streams of light, sonorous technical voiceover, Intel stock-video of impressive fab facilities … all of these elements were out of the picture (literally).
We pushed deeper. We knew we’d need far more than an inspirational concept to carry the project. We knew we needed to spotlight multiple specific yet diverse technologies and devices, each with its own context, use-case, performance stats, key benefits, and interoperability. And we knew our final deliverable needed to depict an always-on world populated with always-connected devices. Most soberingly, we knew we needed to accomplish all of this within budget, in a single showcase video — an asset that, given industry wisdom and viewer-engagement best-practices, shouldn't exceed a two-minute TRT (total run-time).
After a robust ideation and refinement period, we settled on an approach rooted in story. A live-action video, cast with diverse, non-White talent, told in a streamlined, fresh-to-Intel way that honored the cardinal rule of storytelling: show, don’t tell. We even, at the end of the film, devised a simple way Intel reps could spark further discussion with partners, based on the tech the partners had just seen in action.
Our collaborative, multidisciplinary effort culminated in a huge win for the CCG team, and galvanized an enduring client relationship that yielded various additional projects.
ADDITIONAL SAMPLES AVAILABLE ON REQUEST
From name brands to small businesses, from cause-based nonprofits to
specialized firms, I serve a wide range of B2C, B2B, and DTC clients
delivering custom content for all channels.
My work spans video, print, radio, OOH / outdoor, in-store, digital, web, and social.
My clients span professional services, consumer goods, food and beverage, spirits, confectionery, beauty, adornment, baby, pet care, outdoor/sporting, insurance, education, science, and technology.
Samples from my full portfolio are always available. Just ask.
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contentthatconnects [at] sonic [dot] net