Intel Gaming
While contracting at the agency Catchy, I was brought on to support a specific client and project: Intel Gaming. Intel partnered with Catchy to develop concepts, visual designs, and execute digital assets for a global retail campaign promoting the Intel 14th Gen Core Processor.
My role
Lead end-to-end campaign development and production.
Visual concept development.
Design execution.
Asset delivery.
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.
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
Landing page
Social Carousel
Masthead
Poster
Phase 1:
Mood boards 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 unique 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
Working within the established visual language.
A big part of being a designer is to work within established guidelines. The challenge for this step was to execute the surrealism idea and pair it with the existing visual language of Core Ultra and Assassin’s Creed.
Round 1
The goal of this round was to show the possibilities of how that concept could come to life.
Option 1
Option 2
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.
