Brief:
The brief came from Dentsu New York. While Intel has long been a global leader in chip manufacturing, competitors like Nvidia and AMD had begun to dominate the conversation. Intel wanted to signal a renewed push by manufacturing chips in the USA and investing heavily in future-facing innovation.
Despite its deep tech and R&D strength, Intel was still largely perceived as just a processor company. The task was to showcase its leadership in AI and shift perception among both the public and investors.
The brief was opened internationally across Dentsu offices. Of the five shortlisted ideas, only one from outside New York was selected. Ours.
The brief came from Dentsu New York. While Intel has long been a global leader in chip manufacturing, competitors like Nvidia and AMD had begun to dominate the conversation. Intel wanted to signal a renewed push by manufacturing chips in the USA and investing heavily in future-facing innovation.
Despite its deep tech and R&D strength, Intel was still largely perceived as just a processor company. The task was to showcase its leadership in AI and shift perception among both the public and investors.
The brief was opened internationally across Dentsu offices. Of the five shortlisted ideas, only one from outside New York was selected. Ours.
Idea:
At a time when fear around AI was peaking, we chose to confront it head-on. By partnering with Netflix and its iconic series Black Mirror, a show known for dystopian futures, we flipped the narrative. Staying true to the show’s dark, unsettling tone, we revealed how Intel-powered AI could act as a safeguard for humanity, not a threat. Grim on the surface, reassuring at the core.
At a time when fear around AI was peaking, we chose to confront it head-on. By partnering with Netflix and its iconic series Black Mirror, a show known for dystopian futures, we flipped the narrative. Staying true to the show’s dark, unsettling tone, we revealed how Intel-powered AI could act as a safeguard for humanity, not a threat. Grim on the surface, reassuring at the core.
My role:
The core idea was conceived by my art partner, Maruthi Sivakumar. I developed the narrative worlds, plots, and the name. We collaborated closely with Dentsu New York leadership, including Timothy Gunatilaka, navigating time zones and late-night working sessions. The work received strong endorsement from Intel’s Chief Communications Officer, Karen Kahn, who called it “super exciting work”.
This remains one of the most meaningful collaborative projects of my career, shaped by cross-cultural thinking and genuine global teamwork.
The core idea was conceived by my art partner, Maruthi Sivakumar. I developed the narrative worlds, plots, and the name. We collaborated closely with Dentsu New York leadership, including Timothy Gunatilaka, navigating time zones and late-night working sessions. The work received strong endorsement from Intel’s Chief Communications Officer, Karen Kahn, who called it “super exciting work”.
This remains one of the most meaningful collaborative projects of my career, shaped by cross-cultural thinking and genuine global teamwork.
