My role on this project was to collaborate with the creative team to concept how we could use the AR technology and align it with Intel's current messaging and assets. We liked the idea of a male b-boy dancer using the brand's 'die' as dance floor rising up from inside the computer and the die empowering his steps and creativity. 

I was also responsible for assessing the vendor landscape for an augmented reality SDK and browser that could dependably use a trigger marker less than 1" (much smaller than the ideal size for dependable mage recognition at the time). Assessing vendors viability, install base and conflicts in alliances were part of the analysis; we chose to use the Aurasma platform, now owned by HP.

Lastly, I led the development of the content and product strategy to support a long-term evolution of converting print, video and audio advertising (Intel's sound mark bong) to double as instant portals into an evolving interactive experience. Taking geography, OEMs, and retailers into account–regional offers and hardware upgrade promotions could be targeted to users with aging machines.

Brief excerpt: Create an augmented reality platform that — for the user — offers regular content updates and contextualizes by location, thereby continuing to surprise, delight, educate and reward those who scan a brand communication. For Intel, create the platform to be modular in nature, to accommodate a range of initiatives, events and products.