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Design
Innovative Use of Design

Finalist

Entrant: PRETTYBIRD, Culver City
Intel Technology - "The Lady Gaga Experience"

Corporate Name of Client: Intel

Agency: Greenlight Media & Marketing, West Hollywood

Executive Creative Director: Nick Davidge

Agency Producer: Sybil Hadfield

Production Company: PRETTYBIRD, Culver City

Director: Ruth Hogben

Executive Producers: Kerstin Emhoff/Suzanne Hargrove/Derek Richmond

Producers: Mark Louge/Keeley Gould

Artist: Lady Gaga

President - Greenlight: Dominic Sandifer

Chief Innovation Officers: Benjamin Males/Nancy Tilbury

Digital Company: XO, London


Description of the Project:
In one of its most ambitious projects to date, we teamed with Intel and music icon Lady Gaga to present a tech-filled live performance at this year’s GRAMMYS.  

Collaborators designed and choreographed a moving tribute to performer David Bowie using Intel’s proprietary technology – all of which was broadcast live to an audience of millions on music’s biggest night.  The program was announced with a 50 second video at the 2016 CES Keynote, followed by a full integrated campaign, which included a 30 second teaser, and a 90 second spot that ran immediately after the performance.  This then led into a 7 minute behind-the-scenes short documenting the full collaboration.