Intel x Gigabyte

Over the course of 2020 & 2021, I've been a part two campaigns with Gigabyte for Intel - both were against a brief of expanding the brand's reach outside of hardcore gaming - without excluding its core customers.

 

First - in a campaign to promote Gigabyte'ss latest INTEL Z490 AORUS Motherboards powered by INTEL’s 10th Generation Core processor - we made a music video experimenting with light and sound. We tapped Dr. Andrew Belletty of the National Institute of Experimental Arts - a leading researcher in the field of Immersive Audio and a founding member of musical group Yothu Yindi - to mix the spatial audio sequence.

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The spot starred multi-platinum selling Australian DJ and producer Timmy Trumpet, whose track was mixed to test the motherboard’s spatial audio capability. I hate the copy in the supers but we lost the battle for what would've been better.

 

The second campaign was very different. We teamed up with Youtube Gold streamer & animator Sam Green, and Fortnite streamer star, Daniel Harrison to again expand their customer base while keeping the core included.

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We nailed the brief and Aorus - known before as just a gaming brand - was able to expand its market share by breaking into the audio engineering and visual design community.