Intel: The Race - High‑Impact Brand Storytelling for a Global Leadership Audience
Intel partnered with Watts Media to create an emotionally charged opening film for its annual Sales & Marketing Conference — a moment designed to set the tone for a pivotal year ahead. Drawing on the true story of the 1911 race to the South Pole, the film uses metaphor, motion, and original music to underscore the razor‑thin line between winning and losing in a fiercely competitive market.
This project is a signature example of our Brand Storytelling and Live Action work, where historical narrative and modern business strategy intersect to create a powerful message.
The Business Challenge
A Leadership Audience Needing Clarity and Direction
Intel’s executive team faced a year of difficult decisions, shifting market pressures, and the need to rally thousands of global sales and marketing leaders around a unified message. They needed an opening film that would:
Capture attention immediately
Deliver a clear, memorable metaphor for the challenges ahead
Set the emotional and strategic tone for the conference
Support President Renée James’ keynote remarks
The story had to be simple, powerful, and universally understood - a hallmark of our approach to Brand Storytelling.
The Creative Challenge
Transforming a Historic Expedition Into a Modern Business Metaphor
The 1911 race between Roald Amundsen and Robert Falcon Scott is one of the most dramatic survival stories in history — two explorers pushing toward the South Pole, only one returning alive. Intel saw this as the perfect metaphor for the competitive landscape they were navigating.
Our challenge was to translate this harrowing expedition into a persuasive, easy‑to‑grasp narrative that would resonate with a corporate audience looking for answers, direction, and inspiration.
Our Solution
A Cinematic Metaphor Powered by Original Music and Motion Design
Watts crafted a film that blends historical storytelling with modern cinematic techniques — a hybrid approach that sits squarely within our Live Action and Motion Design capabilities.
Key creative decisions included:
An original score composed to build tension, momentum, and emotional weight
Integrated motion graphics to enhance pacing and visual clarity
A narrative arc that parallels the explorers’ journey with Intel’s competitive challenges
A seamless handoff into Renée James’ opening remarks, creating a unified conference experience
The result was a film that didn’t just open the event — it framed the entire conversation that followed.
The Outcome
The Race became a defining moment in Intel’s conference experience, delivering:
A memorable metaphor that clarified the stakes of the year ahead
A cinematic opening that energized a global leadership audience
A story-first approach that made complex business challenges instantly relatable
This project remains a strong example of how Watts uses narrative, music, and motion to elevate executive communication — a throughline across our Brand Storytelling work.
