Together we advance
AMD is a highly celebrated manufacturer of computer chips like CPUs, GPUs and more. In recent years they’ve seen a meteoric rise, eating away at competitors’ market share and surpassing them in product quality. I’ve had the pleasure helping facilitate this rise with all kinds of marketing efforts including back-to-back-to-back product launch campaigns, awareness and perception campaigns, YouTube pre-roll videos, social, paid, and organic content, Lifestyle photoshoots, video shoots with robot cameras and lots of VFX.
Most recently, we helped them launch the new line of Ryzen™ laptop Processors under the new brand tagline and position, Together We Advance.
For the launch of the 2023 Ryzen™ laptop product line (The 7000 series), we focused on how a high performing processor can change everything you do for the better. The moment you engage with an AMD Ryzen™ powered laptop, it advances everything – transforming your gaming, creating, streaming, and connecting experience. To represent this change, we developed the “Living Energy” that would flow from the Ryzen™ powered laptop, engulfing our user and revealing that they could game, create, and connect from anywhere.
The campaign centered around a collection of social and pre-roll videos that were customized and versioned out for a variety of platforms and audiences. The campaign launched alongside a show-stopping AMD presence at CES.
Premium Performance
Despite the current market position and leadership in innovative technology, AMD brand awareness is low, causing purchase consideration to lag behind that of Intel and Apple. AMD was looking to increase consideration and margin by shifting consumer awareness and mindset of AMD as a component worth the upgrade. We developed an integrated campaign strategy and creative campaign videos highlighting the key takeaway that AMD creates the absolute best experiences to do what you love on your PC. With a premium look and feel, the videos focused on the talents’ hands on the keyboard and interaction with the PC experience, which allowed for a more global approach while highlighting the key audience personas within one spot.
Our success in presenting AMD Ryzen™ laptop processors in a premium light led the client to extend the campaign into a substantial OOH activation in some of Tokyo’s most heavily trafficked public spaces.
Those who know
AMD was looking to bring the latest mobile processors to market in a fresh, new, breakthrough way with the gaming, content creator, and mainstream consumer audiences. We developed and produced campaign creative with an ownable “orange world” environment, which not only garnered excitement internally but helped AMD to stand out in a fresh, distinguishable way. The campaign tagline “Join Those Who Know Performance” had a strong call to action, as well as legs for multiple extensions, and sparked interest in new projects.
Power your next
The “Power Your Next” campaign strategy and concepting were inherited by us with the ask to quickly execute a video and photoshoot up against a tight timeline and unprecedented circumstances (COVID) to complete the project in time for CES. We worked in partnership with AMD in an agile manner to complete a video and photoshoot, focusing on key consumer audience personas to deliver seven toolkits of creative assets, inclusive of campaign videos, static retail banners, social banners, animated GIFs, print posters, copy docs, and site skins. The campaign images were featured prominently in CEO Lisa Su’s keynote and delivered in time to provide globally to each region for execution.
