HOUSE OF EMOTIONS

TitleHOUSE OF EMOTIONS
BrandINTEL
Product / ServiceAI
CategoryA03. Video / Moving Image
EntrantOGILVY BEIJING, CHINA
Idea Creation OGILVY BEIJING, CHINA
Idea Creation 2 INTEL INSIDE AGENCY San Francisco, USA
Media Placement OGILVY BEIJING, CHINA
Media Placement 2 YELLOW STONE MEDIA Beijing, CHINA
PR OGILVY BEIJING, CHINA
Production INTEL INSIDE AGENCY San Francisco, USA
Production 2 RADICAL MEDIA New York, USA
Production 3 THE MISSION STUDIO Los Angeles, USA
Additional Company INTEL Santa Clara, USA

Credits

Name Company Position
Selina Teng Ogilvy Beijing President
Janie Ma Ogilvy Beijing VP of Entertainment Marketing
Amanda Li Ogilvy Beijing Consultant of Entertainment
Huanyue Liu Ogilvy Beijing Group Creative Director
Bing Liang Ogilvy Beijing Associate Creative Director
Shakti Yang Ogilvy Beijing Account Director
Cherrie Su Ogilvy Beijing Senior Account Manager
Steven Fund Intel Chief Marketing Officer
Teresa Herd Intel VP, Global Creative Director
Paul Lu Intel PRC Brand & Creative Director
Spin Peng Intel PRC Brand Manager
Misha Wu Intel PRC Creative Manager
Meng Yan Intel PRC Social Media Manager
Kacie Zhang Intel PRC Event Manager
Coco Zhang Intel PRC PR Manager
Shandong Wang Intel Lab China Senior Researcher
Yogiraj Graham Intel Angency Inside Global Director, Creative Content Labs
Dave Williams Intel Angency Inside Group Creative Director
Caspian Michalowski Intel Angency Inside Group Creative Director
Warren Frost Intel Angency Inside Creative Director
AJ Musial Intel Angency Inside Creative Director
JP Giannettoni Intel Angency Inside Executive Producer
Paul Golubovich Intel Angency Inside Senior Producer
Paul Golubovich Intel Angency Inside Senior Producer
Dayna Carroll Intel Angency Inside Account Director
Lisa Christman Intel Angency Inside Senior Producer / Broadcast Manager
Patrick Ferguson The Mission Studio VFX Supervisor
Rain Li CAA Director of Photography
Timothy Saccenti Radical Media Director
Yang Liu Yellow Stone CEO

The Campaign

Intel set out to build its image as a developer of cutting-edge, cool technology among Chinese youth. Having created a real-time 3D facial mapping program, the company set out to show the world the potential of this new technology. We partnered with Chris Lee, one of the most recognizable faces in China, a pop star who rose to fame through her bold fashion choices and daring attitude. Impressed by Intel’s technology, Lee wrote a new song for a music video that would use Intel’s face-mapping technology to create incredible visual effects, demonstrating to millions of Chinese music fans the possibilities that Intel can bring to life with its cutting-edge technology.

Creative Execution

The music video expressed a range of emotions by superimposing a series of images and special effects on Chris Lee’s face, ranging from falling raindrops to a swimming fish, using Intel’s 3D facial mapping technology. The intended effect was both realism – with the artistic elements reacting to the detailed contours and micro-movements of Lee’s face as she sang – as well as surrealism, blending the actual singer’s image with a vibrant digital fantasy world. The video was promoted via a campaign aiming to target three key audience groups in the tech, music and fashion fields. An integrated media approach made use of social media communities favored by these three groups and matching their social media usage habits. There were 37 pieces of content released on 3 leading social platforms from Oct. 25 to Oct. 30. The video was officially launched at an event on Oct. 27, in Chengdu, Lee’s hometown, with a second press event the same day inviting tech journalists to dive deeper into the technology that made the video possible, along with the range of other possibilities for its application. The key message put forward by Intel was that the company, like the performer Lee, was stepping out into the spotlight, displaying its eye-catching technology capabilities to the world, in sharp contrast to Intel’s traditional “backstage” image as a chip supplier. The message was quickly picked up by media across both entertainment and tech fields, who were impressed by Intel’s bold new stance.

Links

Social Media URL   |   Video URL   |   Video URL