INTEL X TNT

Courtside From Anywhere

INTEL X TNT

Courtside From Anywhere

With Intel True VR, you can be immersed in NBA action from wherever you are.

Intel’s partnership with the NBA pushed the boundaries of what’s possible in computing power, giving fans the best seat in the house through strategically placed VR cameras and real-time rendering. This technology was probably slightly ahead of its time – imagine if I launched in 2020? Our concept was simple: recreate the only fan seats touching the hardwood in the most unexpected places possible. Our court and chair toured the country, from a lobster boat in Boston to the beaches of LA.

Launch commercial

Creative & Director

In addition to writing the concept, I wrote the treatment and directed the film production through Normal.tv. My vision for the video was to utilize a classic filmmaking technique: the dolly zoom, or “zolly” as we called it. By widening the focal length as the camera pushed closer, the courtside seat appeared to remain constant in size and position in frame, but the surrounding landscape warped dramatically. I felt this added to the feeling of virtual reality, exposing the viewer to more and more.

Matchup Cuts

In addition to the hero spot, we created matchup-specific edits by adding two chairs to either side, and comping in the opposing teams. The videos were delivered to TNT, allowing them to restripe with highlights to match.

More downloads in the first week of the campaign than the entire season prior.

March Madness

The commercials performed so well for the NBA season, TNT opted to leverage the same campaign for March Madness. We swapped a few shots, comped in new logos, and re-supplied with minimal cost.