Intel Behind The Brains Campaign
When Intel hired ASL Productions for their new ‘Behind The Brains’ campaign to visualise synchronous and asynchronous movement, the creative team at ASL realised it would be perfectly explained by synchronised swimmers with their grace in formations and also individual movement. . Intel are on the verge of making big breakthroughs in neuromorphic and quantum computing and wanted video content to explain and promote these leaps in computing science. The brief was to make this visually captivating and digestible for a mass audience.
The creative team scouted for teams both in Portland and LA where they came across Aquabatix USA and “came to conclusion that the best team for this shoot was in LA”.
The director met with Valerie Williams who is the lead for Aquabatix USA to discuss their vision and requirements and to make sure the synchronised swimmers could deliver what they needed. After meeting with Val and the team, plus seeing their videos “our director was confident they could meet his vision and we hired them”.
The team inserted a black tarp into a swimming pool and used an underwater camera rig from Hydraflex with an ARRI Alexa Mini camera. This was to capture the motion of the synchronised swimmers and help them to stand out as best as possible. Slow motion was a big aspect of the shoot again to highlight the movement. “The footage looked unbelievable as we took the Mini in and out of slow motion while our swimmers contorted their bodies in and out of unison during their routines and freestyle portions of our shoot”.
The choreographed synchronised formations represented a metaphor for traditional computing, each move dictated by the previous action. The individual improvised solo moves; these represented neuromorphic computing as each move was instinctive and only made based of intuition and the action around them.
The outcome of the footage looks incredible. Intel, the client was “unbelievably satisfied with the footage captured”. Watch the full video here.
Thank you to ASL productions for their confidence in Aquabatix USA to deliver their vision and brief. Please find a link to their full article on behind the scenes of the Intel ‘Behind The Brains’ campaign here . You can watch some behind the scenes explanations here.