Combining 60 ultrabook, Intel Create Giant Panel

In order to introduce ultrabook to the public, Intel created unique campaign with creating giant panel that moved by a human.


Campaign called Ultrabook Pop-Up Theater was featuring a variety of activities filmed around the center city of Los Angeles. The screen of 'theater' consists of 60 units of Ultrabook computers that have synchronized and choreographed.

The campaign designed to introduce Ultrabook, a new category of computers that are presented by Intel as the next generation in the ranks of mobile computing.

Ultrabook offers a thinner body, lighter weight and more responsive performance than a traditional laptop. Meanwhile, if compared with the tablet, Ultrabook appear stronger and more secure.

Ultrabooks first group from manufacturers such as Acer, Asus, Dell, HP, Lenovo, LG, Samsung and Toshiba now can be found on the market. Throughout 2012, Intel expects the willingness and the development of more than 75 Ultrabook variations. Ultrabook predicted became device that use by consumer by the end of this year.

"We want to introduce Ultrabook to the world in a fun and unique way. Ultrabook ™ Pop-Up Theater show how they can inspire and comfort in everyday users," said Jayant Murty, Intel's Asia Pacific director of brand strategy and integrated marketing, in his statement, Wednesday (02/15/2012).

In order to realize Pop-Up Theater in this campaign, Intel involves creative and technology experts and energetic team of 60 men and women. Creative direction and overall concept of the video project Pop-Up Theater is managed by the PARTY in collaboration with dof Inc., start from the production stage up to the editing process.

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