Intel: Super Bowl Drones Half Time Show

Credits & Description:

Title: Super Bowl Drones Half Time Show
Agency: Intel
Brand: Intel
Country: USA
Entrant Company: Intel, Santa Clara
Advertising Agency: Intel, Santa Clara
Media Agency: Omd Usa, New York
Pr Agency: Intel, Santa Clara
Production Company: Intel, Santa Clara
Chief Marketing Officer: Steven Fund (Intel)
Vp, Global Creative Director: Teresa Herd (Agency Inside)
Director Of Production: Yogiraj Graham (Agency Inside)
Executive Producer: Tony Joo (Agency Inside)
Producer: Thomas Green (Agency Inside)
Brand Manager: Amanda Marvel (Agency Inside)
Account Manager: Amy Krieg (Agency Inside)
Group Creative Director: Katie Mccarthy (Agency Inside)
Associate Creative Director: Shachar Aylon (Agency Inside)
Art Director: Leila Moussoui (Agency Inside)
Photographer: Joe Mayo (Agency Inside)
Copywriter: Demian Kendall (Agency Inside)
Executive Administrator: Lawrencia Colding (Agency Inside)
Audio Engineer: Jody Scott (Agency Inside)
Vp, New Technology Group: Anil Nanduri (Intel)
Marketing Strategy Manager: Bryan Deaner (Intel)
New Technologies Marketing: Stacy Manning (Intel)
Gm, Drone Light Shows: Natalie Cheung (Intel)
Product Marketing Engineer: Madeleine Ong (Intel)
Product Marketing Engineer: Clay Coleman (Intel)
Gm, New Technology Group: Daniel Gurdan (Intel)
Software Development Engineer, New Technology Group: Tobias Gurdan (Intel)
Campaign Description:
In 2017, Intel went to the biggest televised event in America, the Super Bowl, with one goal: use Intel technology to create an experience unlike anything the world has seen before and change people’s perceptions of what that technology can do. The result was the first televised drone activation in history. Intel partnered with the NFL, Pepsi, and Lady Gaga to create a synchronized light show using over 300 drones that kicked off her performance.
Execution:
From the roof of NRG Stadium, Lady Gaga began her performance. As she sang, the drones lit up the sky in unison behind her. Gradually, they took the shape of the American flag, a symbol of unity on a day when America comes together. To pull off the complex performance, Intel prototyped, engineered, and built a proprietary drone custom for light shows called the Shooting Star. A team of engineers and pilots were on the ground at Houston’s NRG Stadium for days leading up to the show, testing the drones and battling heavy winds and weather. We programmed custom animations for the performance that synchronized the drones in flight, all controlled by a single Intel-powered computer.