Qualcomm had an identity problem. While its Snapdragon processors were commissioned by everyone from smartphone manufacturers to automotive providers, their presence was invisible. So when they set out to release the very first processor powering laptops with built-in AI, that had to change.
What’s a processor with built-in AI? It's a question we needed to answer in a way that went beyond speeds, feeds, NPUs, and CPUs. So we instead leaned into the way people feel using these revolutionary new devices—empowered, elevated, secure, and free of limitations. By graphically representing the powers of the new processor in a lively, entertaining way, we helped them launch in a highly visible way that stood out in a market overrun by metrics and benchmarks.
Creative Direction: Scott Thibodeaux
CD/Art Direction: Stephanie Arculli
CD/Writer: Kevin Seidel
