The Brief For 2015, Intel struck a five-year endorsement deal with Big Bang Theory star Jim Parsons to promote their focus on delivering amazing experiences. We needed to create an online outpost for all of the campaign-generated traffic. The Approach A refined focus on experiences vs. chips/processors allowed us freedom to craft language and design that was more relatable and user-focused. We established messaging anchors including “upgrade” and “a world of new experiences". The Key Challenge The campaign’s driving force would be a series of TV spots featuring Jim, and those were not yet done shooting. Without the benefit of seeing the spots themselves, we had to create an online experience that offered a seamless transition from those concepts on TV into the digital space. The Result Intel.com’s home page was fully redesigned, and our messaging creative was anchored throughout with the common threads of “upgrade” and “a world of new experiences”.

The product landing pages for their two hottest categories - 2 in 1’s and All-in-One’s - were also redesigned to smoothly coincide with the overall campaign.

GLOBAL CAMPAIGN CREATIVE

Intel & Jim Parsons

Intel has been known for a half-century as a leader in computer processing technology, but fresh leadership came in with a new directive for the global brand. Instead of focusing on the chip inside the machines, all branded creative was refocused on the experiences that those Intel-powered tools and toys create for us, the users. 


With this in mind, they signed Jim Parsons as the face of the campaign, and asked our team to rebrand Intel.com to seamlessly welcome and engage campaign-driven traffic. With this shift in focus and direction, our messaging strategy revolved around core concepts like, “A lot’s changed,” “upgrade,” and “our world of new experiences."

Intel.com Home Page

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Primary Product Page: 2 in 1's

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Primary Product Page: All-in-Ones

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