Case Study: Intel x86
When friend and executive producer Roger Scott approached Upriver to collaborate on a video for Intel, we jumped at the chance to help. The goal was to craft a short video that communicates how the Intel x86 chip, on an Android device, would double your performance.
Problem:
The initial concept centered on a single Android bot flying over an empty landscape. When the camera turns, we see him barreling towards a x86 portal, and passes through. The portal causes the Android bot to split in two, at which point magical geometric shapes spawn in their wake. The scene resolves with the two flying together past the camera, and the Intel logo appears in what was once the portal to this magical world.
Results:
Intel loved the concept, but felt the Android splitting in two wasn’t quite right. They also wanted to craft a story that featured a landscape that resembled circuit board, and all roads led to the Intel chip at the center of it all. We quickly pivoted and worked up a concept that was inspired by a darker techno sci-fi.
Once we settled on a premise, Upriver got to work building out storyboards and an animatic. As we developed the animatic, we engaged with composer Grant Harold to develop a custom track for us, and we used his work as we got into editing. This happened while continuing to develop the overall look established in the style frames.
As we got into animation, we stuck to the plan laid out in our style frames and animatic. This kept everything on track as we pushed hard on a quick turn production and delivered something we are super proud of to a client that was very pleased with the results.
Case Study: Intel - 1984
Following the success of our initial collaboration, Intel returned a year later to do it again. This time they wanted to augment their booth at CES, and wanted a video that would stand out in a crowded room. Their goal was to communicate how Intel had something unique to offer the Android user, where the others are all the same.
Problem:
We highlighted the sameness of everything by creating a desaturated palette where everything travels on a grid, and all the characters face the same direction. Even the camera is on a fixed point of view. A beam of light breaks the spell for a single Android bot, and he is delivered out of is mundane existence to a world full of possibility.
Results:
As we pulled our production together, we realized we could represent the entire story in one image. We patched everything together in one frame, and gave it to our client as a poster.
