Intel collaborates with Flume for new brand work

Intel has launched a new campaign featuring a track from Sydney electronic musician Flume aimed at demonstrating the capabilities of tablets powered by the chip manufacturer.

The Monkeys produced film features a sound and light installation powered by Intel tablets, with an original composition by Flume providing the soundtrack.

Anna Torres,  Intel’s national marketing manager, said: “It’s quite a challenge for Intel to bring out what’s inside, outside. Many consumers probably aren’t aware that Intel is inside tablets. So for us, it’s a fun, creative way to get this message across.”

The film features sixty Intel tablets used in a variety of ways to create the idea of a live performance.

The Monkeys’ digital creative director Jay Gelardi said: “Intel is a fairly ubiquitous tech brand but it doesn’t have a huge footprint in tablets but they are in tablets so it was really, first and foremost an awareness thing. What we wanted to do was quite simply – someone creative plus Intel tablets equals something amazing. That was the simplicity of the idea.”

Flume worked in collaboration with The Monkeys to produce the track. Gelardi said: “We had a concept and we needed a piece of music but we really couldn’t develop what the finished film would look like until we had the music.”

Production company Finch built the robots used in the campaign in-house as well as designed several apps to be used on the tablets.

Finch’s Director of Applied Technology, Emad Tahtouh said: “Being able to use Intel’s tablet technology to its full potential, and work so closely with one of the hottest musicians going around is an incredible opportunity. I believe that building all the instruments and software from the ground up and developing everything in house, really comes across on screen and adds to the authenticity of the film”.

Anna Torres will be discussing Intel’s branded entertainment strategy at next week’s BE Festival of Branded Content & Entertainment, which is organised by Mumbrella’s parent company Focal Attractions.

  • Agency: The Monkeys
  • Executive Creative Directors: Justin Drape & Micah Walker
  • Digital Creative Director: Jay Gelardi
  • Head of Broadcast Production: Thea Carone
  • Agency Producer: Jade Wannell
  • Director of Client Services: Dan Beaumont
  • Content Director: Brad Firth
  • Senior Content Manager: Priyanka Patel
  • Executive Planning Director: Fabio Buresti
  • Engagement Planner: Nikki Stammers
  • Social Media Strategist: Mat Abet
  • Social Media Creative: Alice Schofield
  • Production Company: Finch

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