Super Bowl Halftime Show: Intel Drones + Lady Gaga
The Super Bowl is the biggest event of the year, a time when the world’s largest brands fight for attention in the game’s crowded advertising space. To break through the clutter of the Big Game, Intel took a different route by becoming part of the show. With 150 million viewers watching, Intel launched over 300 drones to create a dazzling light show, kicking off Lady Gaga’s Super Bowl Halftime performance. The light show seamlessly integrated Intel technology, and was a crucial piece of Lady Gaga’s iconic performance. It was also the first drone integration on television.
Role: Assistant Director, Producer, and Editor
Results: Estimated 150M viewers live. 30M views on Youtube. Within Super Bowl, the drone light show generated the highest aided awareness ad recall at 53%. 4.9B potential impressions, including over 950 feature articles and over 1200 media hits.
1 Min Digital Spot
This is the 1 minute digital spot aired immediately after the half time show to highlight intel’s drone contribution.
CASE STUDY
10s Broadcast Spot
This is the 10sec broadcast spot that aired immediately after the half time show, taking credit for intel’s drone contribution.
Short Digital Spot
This short digital spot aired immediately after the half time show to highlight intel’s drone contribution.
BTS Short Film
We also wanted to tell the story of the drone team, so for 6 nights we embedded with them filming rehearsals and flight after flight to capture the story of what it takes to fly 300 drones in the Superbowl Halftime show with Lady Gaga.
“In this year’s Super Bowl of technology, Intel led the way with a sky full of drones”
CREDITS
DRONE TEAM
VP, Intel Drones Group: Anil Nanduri
GM, Drone Light Shows: Natalie Cheung
PM, Drone Light Shows: Madeleine Ong
Marketing Strategist, Drones: Stacy Manning
BRAND TEAM
Global Creative Director: Teresa Herd
Global Director: Yogi Graham
Executive Producer: Tony Joo
Producer: Thomas Green
Account Manager: Amy Krieg
Creative Director: Katie McCarthy
Associate Creative: Shachar Aylon
Art Director: Leila Moussaoui
Copy Writer: Demian Kendall
PRODUCTION
Production Company: Official
Director: Mark Rinehart
Assistant Director: Thomas Green
Line Producer: Anthony Baldino
Director of Photography: Nic McLean
POST PRODUCTION
Editorial: Official
Executive Producer: Matthew Sultan
Editors: Matthew Sultan, Steve Lee, and Thomas Green
Online and Color: Beast
AWARDS
CANNES LION SILVER: Digital Craft, Innovative Use of Technology
CANNES LION BRONZE: Media
ONE SHOW SILVER PENCIL: Branded Entertainment
3 x CLIOS : GOLD, SILVER, BRONZE
2018 WEBBY: Winner & People’s Voice