Roles

Concept
Design
Art Direction
Photography
Production

About

To launch its latest line of super-portable Ultrabook laptops, Intel teamed up with will.i.am for a 12-city, 12-month musical tour around the world. Inspired by the city, will.i.am collaborated with local artists and musicians to write and record original songs, all on an Ultrabook laptop. We created an immersive, interactive iPad app experience that allowed fans to see will.i.am’s musical journey, and showcased the inspiration for and creation process behind each song.

Seeing the music

For each track that was recorded, we created a visual timeline of will.i.am’s journey. From cultural institutions, to art galleries, to recording sessions in the studio, and to live performances, viewers were able to listen to the song while experiencing the city that inspired it all. Short, snackable content including video/audio clips and photo galleries created an immersive visual and aural experience. For more in-depth content, we created article recaps of each day.

Tokyo

Seoul

Process

Finding the right balance of text, images, video, interactive elements, and speed was a detailed process of trial and error. From sketches to prototypes, we isolated each asset type into long timelines, and animated each one at a different speed. This gave us a sense of timing and layering to achieve a parallax effect. We had to make sure that no section felt too empty, or too busy. All of these moving parts were then later choreographed to a larger story which had yet to unfold.