In 2011, Intel invited Wang Leehom to endorse its latest product, Ultrabook, in a marketing video, which highlighted the five features of the product: a long-lasting battery, smart response system, thin and light design, smart connections, and anti-theft technology. JL DESIGN created a digital space by drawing on Ultrabook’s design elements, and designed a flowing transmission of light based on the visual elements of Intel Die’namic to symbolize connectivity. In the video, Wang Leehom takes the form of an Ultrabook – playing a piano made up of Die’namic for a long time, becoming a swift Western swordsman, wandering the silver metallic ocean, and fighting off hackers – to represent the five features of Ultrabook.
Intel invited Wang Leehom to be their spokesperson of the year for Ultrabook, and JL DESIGN aimed to have Wang Leehom impersonate the product through motion design, in the hopes of presenting the five features of the product through the perfect performance: a long-lasting battery, smart response system, thin and light design, smart connections, and anti-theft technology.
We utilized Ultrabook elements to visually express the coldness of digital space, and added Intel Die’namic branding elements by designing a flowing light to symbolize its connectivity. Wang Leehom took the form of an Ultrabook, and symbolized the five features of the product through playing a piano made up of Die’namic for a long time, counter-attacking as a swift Western swordsman, wandering the silver ocean, connecting quickly between points, and fighting off hackers. Additionally, JL DESIGN invited the world-renowned Irish music production company Echolab to compose a soundtrack, creating an Intel Ultrabook world that draws people in with its electronic charm.
We created an electronic world for Ultrabook with a focus on technology through motion graphics and clearly conveyed the features of the product through Wang Leehom’s perfect performance in the electronic world.
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TSMC 2018 Technology Symposium