Intel Gaming
While contracting at an agency called Catchy, I was brought on to help with a specific client and project: Intel gaming. Intel came to Catchy to help design the visual direction of their upcoming gaming retail campaigns for their new Intel 14th Gen Core Processor. I was asked to create a visual campaign for the CPU product using visual direction from the brand team at Intel.
Intel partnered with Assassin’s Creed to showcase its relevance in gaming.
Team
Catchy Agency
Lead designer
Strategist
Copywriter
Creative director(s)
Account manager
Intel stakeholders
My role
I was the lead visual designer on this massive project, I led the concept and ideation phase to the nitty-gritty of the QA. My main problem to solve was this: how do we differentiate Intel from its competitors?
I started with looking at competitors and working closely with the strategist and the copywriting team. Together, we devised initial concepts to present to Intel, iterated and iterated and iterated, and landed on a high-caliber design execution.
The deliverables included a main hero image, a landing page for mobile and desktop, display banner ads, posters, and a social media carousel.
Landing page
Social Carousel
Masthead
Poster
Project strategy and brief
We needed to win mindshare and market share in the gaming space in order to drive increased sales and preference for Intel Core Processors.
Core business need
New games require more advanced hardware in order to enjoy them as they were designed. To get the best gaming experience, gamers need to upgrade their systems.
Audience challenge
Phase 1:
Moodboards and Ideation
Idea #1
People first
When you look at the rest of the competition in the gaming space, you see neon, you see gamers with headphones and a lot of dark environments. My idea behind this concept is to stand out and focus on the human element of gaming.
Idea #2 Surrealism
This is the wild card concept that brings a fresh, new visual language to Intel. It is bold, abstract, and brings a fresh flavor to the gaming world.
Idea #3 Neon highlights
Sticking with the “safe” option and staying close to the neon that defines the gaming world. Something the gamers have seen before, but a new twist of featuring extreme close-ups and highlighting key elements of a gamer setup in a new way.
*please note these images are for reference only, I did not create these
Phase 2: Mock Rounds
Round 1
The client chose surrealism (!). The challenge was to translate that concept into a tactical and strategic visual. The goal of this round was to show the possibilities of how that concept could come to life.
Option 1
Option 2
The client requested I rework the hero image to focus on gamer-friendly visuals, add more Intel brand elements, and see how to incorporate Assassin’s Creed artwork.
Round 2
Option 1
Option 2
The first option was the winner! I made additional edits and was excited to convey how the concept would be applied over the rest of the assets. I started with the landing page since it was the biggest creative lift.
After this round, we could go into production mode and create the rest of the assets. Clearly, some additional tweaks were made along the way!
Here are additional hero images for different products.
Each product had it’s own hero image that was applied to all of the deliverables. Content and imagery changed slightly for each product that was showcased.
