Intel: The Chase

Looks like ‘multiwindow’ is going to be the dominant trend of 2011: after The Wilderness Downtown and Sour’s Mirror video comes The Chase for Intel, an action movie on a desktop

Looks like ‘multiwindow’ is going to be the dominant trend of 2011: after The Wilderness Downtown and Sour’s Mirror video comes The Chase for Intel, an action movie on a desktop

The Chase was created by San Francisco agency Venables Bell & Partners and directed by Smith & Foulkes of Honda Grrr fame. It attempts to “illustrate the incredible multi-tasking power of the new Core i5 processors” by staging a 105-second chase across a wide variety of programme windows on a computer desktop including iTunes, Facebook, YouTube, Microsoft Office and the Adobe Creative Suite.

Unlike Wilderness Downtown and the Sour video, however, The Chase is a film that simulates a multiwindow environment rather than the real thing and it therefore lacks the engagement provided by inputting personal data and pulling the user’s own Facebook page etc that the other two had. Beautifully done though.

Credits
Agency: Venables Bell & Partners
Client: Intel
Executive Creative Directors: Paul Venables, Will McGinness
Creative Directors: Paul Foulkes, Tyler Hampton, David Kim
Copywriter: Josh Parschauer
Art Directors: Beau Hanson, Dan Kenneally
Interactive Design Director: Ezra Paulekas
Production Company: Nexus Productions
Directors: Smith & Foulkes

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