Intel and McGarryBowen enlisted the one-of-a-kind talents of Hornet director Andrew Myers to bring their spot Everything Matters to life. The result is a series of four main 30-second spots, plus print deliverables and dozens of additional digital assets, that Intel used across their channels to target customers in a few key industries like retail, manufacturing, and healthcare. The spots have an endearing, subtle humor. Each one complements its corresponding script with an expert balance between outright and subliminal. And the nuanced choreography between the actors and Andrew’s quirky sets adds a human quality to the live action that makes each scene feel inviting, relatable, and real.
Director Andrew Myers
Production Co Hornet
Executive Producer Greg Bedard
Head of Production Sang-Jin Bae
Development Producer Kristin Labriola
Senior Producer Cathy Kwan
Editor Stephanie Andreou, Sam Stulin
Production Coordinator Annalee Walton
Storyboard Artist Ty Enos
C4D Artist Chris Guyot
C4D Intern Amy Tang
Line Producer Mark Elliott
Director of Photography Andy Lilien
Production Supervisor Sam Xenos
1st AD Rita Warkov
1st AC Josh Feezer
2nd AC Manny Rodriguez
DIT George Robert Morse (9.5)
DIT Pablo Quinn
Gaffer Yusuke Naito
BB Electric Matthew Reilly
Electric Manuel Moreno
Key Grip Riad Deeb
BB Grip Bliss Bussant
Grip Jarred Herrmann
HMU Elizabeth Yoon
Wardrobe Stylist Linette DelMonico
Wardrobe Stylist Laurette Partridge
Stylist Assistant Jennifer Tolstoy
VTR Jeff Reeves
Script Supervisor Janissa Ramirez
VFX Supervisor Peter Fink
Craft Service Benn Goldschein
Caterer Jon Peters
Production Designer Holly Trotta
Art Director Ngoclan Tran
Leadman Greg Huff
Set Dec Nico Macciocca
Set Dresser Luke Atler
Set Dresser Dave Caddo
Rigging Grip Dave Ranghelli
Rigging Grip Foster McLaughlin
Art PA Megan Nishiyama
Art PA Catherine Stoddard
Food Stylist Marilinda Hodgdon
Commercial Coordinator Sophia Clark
PA Sina Basir
PA Cameron Baines
PA Hans Fleuriot
PA Jessica Holguin
PA Raul Ravelo
Lead Compositor Peter Fink
Compositors Matt Christensen, John Harrison, John Stanch, Bil Thompson
Compositing Intern Amy Tang
Color Correct Seth Ricart, RCO
Audio Michael Marinelli, Sonic Union
Agency McGarry Bowen
"This was a fun idea to approach visually because we got to play with both sparse and really complicated imagery."
"We experimented with a lot of subject matter here, from abstract settings like objects floating in space, to more grounded mock interiors and exteriors like a girl outside in a park or a jovial security guard with a vault. Despite the difference, the overarching style was meant to feel cohesive."
“It’s the smallest things that make the biggest difference.” That’s the message behind the campaign. But it could just as easily be the tagline for the work Andrew Myers consistently delivers. Because just as Intel vision technology gives very clear insights into smaller parts of a company's business processes that affect the greater whole, Andrew has a profound inverse knack for paring down the greater whole into smaller, more comprehensible parts. It’s this sliding scale between big and small, simple and complex that serves as the central theme of the campaign and as the platform from which Andrew wields his charming humor and one-of-a-kind wit.
The spots thrive on the expert interplay between media styles. The way in which the actors interact with Andrew's artful set designs and quirky layouts gives the spots a playful and personable quality that is emblematic of Intel's inclusive, "everything matters" message. Produced over the course of 11 weeks from pre-production to launch, with three days of actual shooting at a stage in Brooklyn, the spots are cohesive overall, and yet perfectly unique in terms of each of their execution.
Andrew Myers is a NYC-based artist and filmmaker whose work often explores the processing and output of mass information in the digital era, looking to make controlled sense of a chaotic system of images. His sensibility is delicate, and often plays with juxtaposition and humor.
Growing up in a small town in Ontario, Canada and later obtaining a BFA at Ryerson University in Toronto, he moved to the United States in 2014 and has been working in studios on set building, animation, photography, and filmmaking ever since.
His work has been published in the New Yorker, Time, Le Monde, and Wired, among others, and he has worked for a wide range of clients including Google, IBM, Hermes, Puma, Verizon, and Airbnb. He can be found most days playing around with ideas in his Brooklyn studio.