THE WEEKND
In 2017 we partnered with The Weeknd and Republic Records to debut Intel’s Typhoon-H drone as a “character” in the music video for his smash-hit single, False Alarm. In a zero-dollar exchange, we were able to forge the partnership based on mutual benefit as opposed to sponsorship, creating a long-term relationship and disrupting the norms of the typical brand sponsorship model. The model was altogether new for Intel and has since been widely adopted by the brand. We created a film piece that outlined the partnership and took viewers into the heart of the action of filming the music video in Los Angeles.
My role: I co-led the creation of the partnership, Co Executive Creative Directed all assets, and headed Content Creation on the campaign.
BEHIND THE SCENES - FALSE ALARM
