Intel is among the world’s most innovative companies, but despite its move into emerging technologies, it doesn’t get the credit of the FAANG crowd. In an effort to be known for more than microprocessors, Intel launched a world-first drone light show for the 2018 Winter Olympic, showcasing mesmerizing, volumetric formations including a dove, snowboarder grabbing air, the PyeongChang mascot Soohorang, and the iconic Olympic Rings. It was an entertainment spectacle, but because the IOC doesn’t officially allow brand integrations into The Games, our job was to develop a campaign to ensure Intel got credit for every performance. Through a series of films, photography, social posts, press kits, and executive interviews, Intel won the Olympics.
We created this short film to document the Intel Drone Team’s journey, proving not every team at the Opening Ceremony flies a national flag. Two months before the Opening Ceremony of the 2018 Winter Games, our team traveled to the mountains of PyeongChang, South Korea to document Intel’s drone light show created specifically for the Opening Ceremony. The Shooting Star drones took to the skies through nine frigid nights, flying test run after test run, culminating in over 1,200 drones forming the iconic Olympic Rings.
In addition to the short film, Team in Flight, we created assets for every channel. We organized PR packets, looped clips for Insta, shot vertical videos for Snapchat, cut sound-off specific :15s and :30s for Facebook, dove deeper on a Behind The Tech edit, added blades to intel.com, captured product photography, and designed the Olympics drone sticker wrap itself. Within 12 hours of the Opening Ceremony, our light show accumulated over 12 billion earned media impressions - most of which were pulling from our content capture rather than the official Opening Ceremony broadcast, further validating their creation.
Report, Shareablee
CLIENT
Intel
AGENCY
Agency Inside
ROLE
Copywriting
Creative Direction
DRONE TEAM
VP, Intel Drones Group:
Anil Nanduri
GM, Drone Light Shows:
Natalie Cheung
PM, Drone Light Shows:
Madeleine Ong
Marketing Strategist, Drones:
Rachel Padgett
BRAND TEAM
Global Creative Director:
Teresa Herd
Global Director, Experience Design:
Nam Nguyen
Creative Directors:
AJ Musial Rivvers, Warren Frost
Creatives:
Ashley Wood, Savannah Hicks
Agency Producers:
Isleen Pinpin DeTorres
Thomas Green
Director, Brand:
Jamie Ehrhart
PRODUCTION
Production Company:
Pulse
Director:
Nina Meredith
Producer:
Jenni Haberstock
Line Producer:
Sean Lyness
Director of Photography:
Soren Nielsen
Photographers:
David Lehl
AJ Musial Rivvers
POST PRODUCTION
Editorial:
Beast
Producer:
Jeff Bielat
Editor:
Brian Lagerhausen
Assistant Editor:
Seth Andrews
Motion Graphics:
Joe Macken
Online:
Beast
Color:
MPC
Sound & Mix:
LIME
Executive Producer:
Susie Boyajan
Audio Engineer:
Jeff Malen
GOLDEN STATE WARRIORS
INTEL