Intel – Ultrabook

RF_UltraBook_Case_Study from Craig Prehn on Vimeo.

PROJECT The Black Eyed Peas founder will.i.am was enlisted for a one-of-a-kind mission: travel to cities around the globe; armed with an Ultrabook, write, record, and release a new song in each city, inspired by that city. So Razorfish developed a

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Role — Design, Motion Graphics
Agency — Razorfish

CHALLENGE
Intel wanted to create a big splash and reach a new audience of tech trendsetters with the 2012 launch of Ultrabook with core i7, a breakthrough processor for its time.

CONCEPT
Travel the world through music and technology to engage fans and demonstrate the Ultrabook’s power as a tool for creativity.

SOLUTION
Conceive of and build an online experience of exclusive content and intimate interactions with a creative influencer about his art, process and purpose to inspire fans, reach new audiences and demonstrate all the amazing things you can do with an Ultrabook. With his long history and interest in digital music, combined with his love for fashion and tech, we knew artistic and creative powerhouse will.i.am—founding member of the Black Eyed Peas and Intel's Director of Creative Innovation—was the ideal star to take the Ultrabook on tour.

Intel partnered with will.i.am to sponsor a 12-city tour around the world. At each stop, he created exclusive songs using his Intel-powered Ultrabook and interacted with local artists and philanthropic groups. To share the rich, sonic stories of his adventures, we created an interactive, music-oriented online experience that took audiences behind the scenes to learn about will.i.am’s process and rendezvous with other artists to see how they use technology to create art and connect with their communities. The sights, sounds and stories that inspire will.i.am’s music are shared with fans, who can gain insights into his creative process and his unique relationship with technology.

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