Intel Ultrabook: launching a new Category on the global stage

Ideation, Writing, Production Oversight, Business Development for SapientRazorfish

This is a game-changer: Intel’s launch of the Ultrabook category in over 30 countries. As part of the global migration from clunky desktops to sleek laptops and mobile devices, Ultrabook would become the most modern, more powerful and flexible machines ever seen. We created a microsite to introduce Ultrabook to the world and drove traffic to Intel's third-party manufacturers. Using bespoke visuals, animations and about a dozen films (including an interactive video), we created an in-depth story for this new category of devices.

Our first collection of shorts show how these machines blurred the line between our physical and digital worlds – to the point that we simply expect the reality around us to be as intuitive, as accommodating, and as fun as the digital experience enabled by Intel. 

This project was recognized with multiple awards, including a 2013 Interactive Media Award, Best-in-Class for Science and Technology; finalist in 2013 CES Awards, Most Creative category; honorable mention in the 2013 Creativity International Awards, in the Animated Film category; and a 2012 Interactive Media Award.

Out with the old. In with the Ultrabook.

One glimpse of the Ultrabook, and you’ll see your old clunker for what it is. Our video suite launched the Ultrabook category in more than 30 countries around the world. Without the benefit of dialog, our cast needed to sell the Intel experience without saying a word.

A New Era in Computing

After the success of the first set of videos, we refreshed our microsite with a new collection of films in which people enter the new era in computing. We also created an interactive video, featuring a ballet dancer inspired by the incredible Ultrabook.