How do you make one campaign work across South East Asia, Korea, India and Japan?
Spark Your World was a call for PC users to unleash a world of gaming, productivity and content creation only possible with an Intel powered laptop.
But for the idea to work across so many markets, we couldn’t do a video or photoshoot as it couldn’t be used in all the countries it needed to be in. So we opted to bring the idea to life with illustrations, funky art styles that you couldn’t tie to any particular region or ethnicity. However, midway through production we were told that Intel had released a new graphic brand book, one that limited the possible art styles initially planned for the campaign.
This became an exercise in pushing the boundaries of a given brand book and seeing how far we can push very technical assets while still keeping the work creative.
