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.
"This was a fun idea to approach visually because we got to play with both sparse and really complicated imagery."
-Andrew Myers
"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."
-Andrew Myers
“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.
