With this co-branded piece for Alienware and Intel, our goals were to generate awareness for a product and create an affinity for the Alienware brand. We developed an asset like nothing the client had ever done before—and it paid off. By breaking free from the technical mold they were accustomed to, we demonstrated the incalculable value of a strong emotional hook.
When you see only a finished product, it can be easy to overlook the importance of the concept—the inception of an idea. But developing a compelling campaign requires starting from the beginning, with a strong understanding of the audience. That’s why, in concepting for this video, we drew from a deep well of personal understanding and passion for gaming. After all, it takes a gamer to know a gamer.