
Intel will open an art experience with its agency partner Mosaic to reach out to creators who want to use AI-powered tools to improve their productivity and optimize their work. The experience is part of a broader campaign that highlights the launch of Intel Core Ultra mobile processors for first-gen AI PCs.
“With the growing emphasis on AI, it seemed like an important time to do something tangible and hands on. This is particularly relevant given the cutting-edge innovations embedded in every Intel Core Ultra processor, empowering creators with AI capabilities wherever they work,” Mosaic creative director Dan Berzen and account director Steve Mantenuto tells Media in Canada.
The Intel Encore AI Exhibit will run from June 21 to 27 at the Illuminarium in Toronto’s Distillery District. The half-hour experience will feature emerging media artists using Intel’s processors “in a living art gallery where each piece will continually evolve thanks to the contributions of each attendee,” according to Mosaic. Nine artists will work on new pieces based on their previous work, but now powered by AI, while interacting with the audience.
The exhibition will also feature audio, visual, and sculptural installations, as well as meet-the-artist events and hands-on demonstrations. People will be able to explore the Intel Core Ultra technology, and create their own artwork, which will be displayed on the walls alongside the artists’ work.
Berzen and Mantenuto say the team’s strategy was focused on creating an immersive experience for both artists and their audience, an ideal target to show the power of the new processor in content creation. “By introducing artists to new technologies, we encouraged them to reimagine how their work could come to life. The technology and infrastructure made even the most complex live examples in our exhibit intuitive and immersive for all Intel users.”
But they also want to reach a broader audience outside of artists and art enthusiasts, emphasizing that Intel’s new product is suitable for anyone who wants to enhance their common productivity and content creation tasks. “We designed the installations to appeal to not only the power users but also anyone attending, knowing Intel Core Ultra AI-powered tools enhance productivity and optimize your work even if you aren’t a cutting-edge artist,” Berzen and Mantenuto say.
The experience is being promoted through a one-minute video (pictured above) on social networks. Carat Canada managed the media and Pinch handled influencers.
Intel unveiled its Intel Core Ultra mobile processor in December last year, and supported the launch with a Yonge-Dundas Square billboard takeover and additional digital ads across Toronto. The launch also included a multi-channel content plan to ensure maximum visibility and impact beyond the billboards. The brand ran social media content and a Christmas-themed flash mob that it filmed in Yonge-Dundas Square with the support of several influencers.
