Creativity

Intel deployed 300 drones for a personalized LGBTQ Pride light show

Employees helped design the images

By I-Hsien Sherwood. Published on Jun 27, 2018

Editor's Pick

Intel has been using its drone technology to stage impressive light shows for a while now: flanking Lady Gaga at the Super Bowl, buzzing around the Olympics and Coachella. Its drones graced Time magazine's cover earlier this month.

Now the company is turning its talents inward. For this year's Pride celebration, Intel tapped LGBTQ employees and their partners to help create a light show. Three hundred drones moved in formation to create a waving Pride flag, interlocking gender symbols, the transgender mark, a unicorn and one couple's initials in the sky above Folsom California, where Intel is headquartered. The drones also formed a pictogram of a family with a child and two mothers before eventually morphing into the Intel logo.

Intel worked with TBWA/Chiat/Day L.A. on the effort, and M ss ng P eces director Josh Nussbaum captured it in the film above.

Intel established an affinity group for LGBTQ employees and allies more than two decades ago. In the intervening years, the group helped usher in domestic partner benefits at the company and the addition of gender identity to Intel's non-discrimination policy. The company also has unisex bathrooms and has lobbied against discriminatory policies like North Carolina's infamous "bathroom bill."

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Credits

Date
Jun 27, 2018
Client:
Intel
Agency:
TBWA/Chiat/Day Los Angeles
Chief Creative Officer:
Renato Fernandez
Executive Creative Director:
Linda Knight
Creative Director:
Matthew Woodhams-Roberts
Creative Director:
Dave Horton
Associate Creative Director:
Nic Buckingham
Associate Creative Director:
Gabriel Miller
Managing Director:
Christian Stein
Account Director:
Amy Krieg
Director of Production:
Brian O'Rourke
Executive Producer:
Anh-Thu Le
Associate Producer:
Josh Levion
Director of Business Affairs:
Robin Rossi
Business Affairs Manager:
Jason DeLos Santos
Production Company:
m ss ng p eces
Director:
Josh Nussbaum
Director of Photography:
Joe Lindsay
Line Producer:
Lawrence Lewis
Founder, Managing Partner:
Ari Kuschnir
Managing Partner:
Brian Latt
Managing Partner:
Kate Oppenheim
Executive Producer:
Edward Grann
Executive Producer:
Dave Saltzman
Head of Production:
Rebecca Davis
Editorial:
Beast Editorial
Editor:
Blake Bogosian
Assistant Editor:
Seth Andrews
Executive Producer:
Jon Ettinger
Colorist:
Dave Burghardt
Nuke:
Evan Ryan
Nuke:
Michael Lester
After Effects:
Ben Kopman
Audio Post Studio:
M Squared Productions
Mixer:
Phil Lantz

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.