Intel The Race


In 1911, Norwegian Roald Amundson and Englishman Robert Scott risked their lives to become the first man to reach the South Pole.  There was only one victor. One man survived, the other did not. To emphasize the challenges that lay ahead for Intel, President Renee James used this opening video to underscore the distinction between winning and losing in the market.




Intel had some tough decisions to make in the coming year, and they wanted our help in telling their story to an audience looking for answers. We needed to create an easy to digest and persuasive metaphor to convey the challenges ahead.


our solution


The harrowing journey of Roald Amundsen proved the perfect metaphor for the challenges the company was facing. Through an original score and integrated motion, we were able to tell the story in a meaningful way that segued perfectly into opening remarks at Intel’s annual sales and marketing meeting. 


the results

An absolutely thrilled corporate client that continued to partner with Watts for years.