Title | HOUSE OF EMOTIONS |
Brand | INTEL |
Product / Service | AI |
Category | E02. Innovative Use of Technology |
Entrant | OGILVY 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 |
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 |
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.
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.
Social Media URL | Social Media URL | Video URL | Video URL | Supporting Webpage