technology

Intel Launches Films Profiling Bloggers

Kitty-&-Lala

Continuing its mission of enabling creativity, Intel has launched a second in its series of short films profiling bloggers and their creative works from around the world.

The new 10-minute film, which is being shown at www.intel.com/visuallife, profiles two Chinese wedding photographers, Kitty and Lala, who take stunning and creative wedding photos (such as a kitschy fairy tale and a tongue-in-cheek portrait of soccer fans in tracksuits) and also run one of China's most popular blogs.

"It's a human story, not a Chinese story," says Brian Elliott, CEO of Amsterdam Worldwide, the agency behind the film series. "It's relevant to everyone in the world, and their ability to help people find their own voice as a couple is touching."

Earlier this year, the first edition of the online films, "The Sartorialist" documented blogger and photographer Scott Schuman. That video has been watched by nearly one million people online.

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In May, Intel launched a social media campaign called IdeaJam, a Internet series showing groups of filmmakers looking to create new media ventures within 48 hours. Like that campaign, the Visual Life Internet films emphasize storytelling over selling. The overriding philosophy for both campaigns is that consumers are more inclined to pay attention to stories and the ways Intel enables those stories.

"The context [of the online films] is Intel's desire to get closer to the lifestyles of the ultimate users of their chips," Elliott says. "To do that, you have to not just show the products, but why they matter."

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