Project Overview
Intel Australia launched the Intel Core Ultra AI Studio at Melbourne Central Shopping Centre. This cutting-edge pop-up event showcased innovative AI-driven creative workshops and a unique music-powered generative art t-shirt design and printing station, highlighting the groundbreaking potential of AI technology in the creative industries, and challenging perceptions of fear around AI, all while showcasing the power of Intel's Core Ultra processors.
Project Commissioner
Project Creator
Team
VANDAL:
Chris Scott: Creative Director
Melissa Lee: Executive Producer
Alice Robinson: Producer
Lynleigh McPherson: Event Producer
Dominique Cama : Producer
Sarthak Sachdeve : Director of Technology
Nicholas Tsaoucis : Software Developer
Joseph Pole : Motion Graphics
Louis Smith : UX and UI
Gracie Steindl : Production Coordinator
Ian Kanik : Production Designer
BRING Agency
James Griffiths : Executive Creative Director
James Wilkinson 'Wilko' : Senior Creative Manager
Brooke Pilton : Executive Partnerships Director
Bella Ziino : Senior Account Manager
Dan Craig: Senior Designer
Project Brief
Intel’s new range of AI processors is designed to deliver advanced performance, efficient power usage, and cutting-edge AI capabilities. They enhance creativity and productivity by enabling faster data processing, real-time analytics, and seamless integration with AI tools, making them ideal for diverse applications in technology, creative industries, and beyond.
Our objective was to promote Intel’s new AI Core processors by creating an engaging and educational experience that highlighted their innovative capabilities in an inspiring way.
1. Awareness: Increase awareness of Intel’s new range of AI Core processors among target audiences, including tech enthusiasts, young creatives, and general consumers.
2. Perception: Shift consumer perceptions by demystifying AI, addressing common fears and misconceptions, and showcasing AI as a beneficial tool rather than a threat, while positioning Intel as a leader in the growing AI space.
3. Engagement: Create an immersive experience that allows consumers to interact with AI technology firsthand, thereby fostering a deeper understanding and appreciation of its potential.
Project Innovation/Need
The Intel Core Ultra AI Studio presents a groundbreaking approach to showcasing the capabilities of Intel’s AI-powered processors through an immersive and interactive event. This initiative combines cutting-edge technology with hands-on creative experiences, designed to demystify AI and highlight its practical benefits.
Central to the Intel Core Ultra AI Studio is the integration of AI into creative workflows, allowing participants to see firsthand how AI can enhance and streamline their work. The event features workshops led by renowned creatives like Ta-ku, Demas Rusli, and Ninajirachi, demonstrating AI tools in music production, photography, and design. This direct engagement offers attendees a unique opportunity to learn from experts and explore AI’s potential in real-world applications.
A standout feature is the real-time t-shirt design station, where attendees could create their own unique t-shirt designs using music-driven generative art, which are 'mixed' live using equipment most commonly seen in music production studios, and powered by Intel Core Ultra laptops. This intersection of music, design, art, and fashion was a unique and world-first application of generative technology.
The Intel Core Ultra AI Studio also emphasizes the responsible use of AI, ensuring all demonstrations align with ethical guidelines and promote consumer trust. By doing so, Intel positions itself as a leader in both innovation and ethical AI deployment, setting new standards for interactive technology showcases.
Design Challenge
The design challenge for the Intel Core Ultra AI Studio focused on creating a hands-on, workshop-like environment, changing perceptions of AI, simplifying its complexity, and delivering an innovative, timely experience.
1. Workshop Environment:
The event needed to feel like a creative workshop where innovation was actively happening. This influenced the choice of materials and finishes, aiming to foster a space that was both functional and inspiring, encouraging participants to engage and experiment.
2. Changing AI Perception:
A key challenge was shifting the market’s often skeptical view of AI, perceived as a threat to creativity and jobs. The Intel Core Ultra AI Studio aimed to reframe AI as a tool that enhances creativity. The design had to clearly demonstrate how AI supports and amplifies creative processes rather than replacing them.
3. Simplifying AI’s Complexity:
Making AI accessible to a broad audience was essential. The goal was to translate the complexities of AI into an intuitive, engaging experience. Interactive workshops and activities, like the real-time t-shirt design station, allowed attendees to use AI tools creatively, making the technology tangible and enjoyable.
4. Capturing AI’s Evolution:
With AI rapidly evolving, the event needed to feel cutting-edge and timely. The Intel Core Ultra AI Studio showcased the latest AI advancements, perfectly timed with the launch of Intel's AI-powered processors. The participation of top creatives like Ta-ku, Demas Rusli, and Ninajirachi added credibility and excitement.
User Experience
The Intel Core Ultra AI Studio event was a major success in terms of user engagement and outcomes, significantly exceeding expectations. The interactive nature of the event, particularly the t-shirt printing station, captivated attendees, with over 200 unique generative art t-shirts created—averaging one every three minutes.
The event’s impact extended beyond immediate participation, with a remarkable 8% conversion rate, as 26 out of 213 participants who received vouchers at the t-shirt station went on to purchase Intel laptops at JB Hi-Fi. This conversion rate was over 400% higher than the industry benchmark of less than 2%, highlighting the event's effectiveness in driving consumer interest and sales.
The event also generated significant traffic, both physically and online, with a combined reach of 600,000 people around the event and through social media channels. Influencers and Intel’s platforms created buzz and amplified the event’s impact. Post-event surveys revealed that 79% of attendees felt Intel makes creativity more accessible, and 74% were more likely to consider laptops powered by Intel Core Ultra. Additionally, there was a 25-point increase in seeing Intel as a leader in AI, with recognition jumping from 22% before the event to 47% after.
In summary, the Intel Core Ultra AI Studio event not only exceeded engagement and conversion benchmarks but also significantly enhanced Intel's brand perception, effectively showcasing the transformative potential of its new AI technology.
Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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