Intel, with Pablo Rochat
Intel Real(er) or Fake
Launching Intel Core Ultra through internet-native illusions built to make people look twice.
The brief
To launch Intel Core Ultra, Intel partnered with YW3 and Pablo Rochat, the “Illusionist of the Internet,” to create Real(er) or Fake, a short-form content series designed around curiosity, debate and social sharing.
Rather than explain the technology through conventional product messaging, the campaign used visual illusion, practical effects and digital manipulation to make the audience question what they were seeing, and keep watching.
The results
- 2M+video views across campaign content
- 15%overdelivery against media benchmarks
- 200%overdelivery vs. client CTV benchmarks
- Organic viral liftduring launch week
A creator-led technology launch designed for viral internet culture.
The idea
Use creator innovation to launch a new tech platform.
YW3 paired Intel with Pablo Rochat to develop a creator-led format native to the way people actually consume and share content online.
Each Real(er) or Fake film demonstrated Intel Core Ultra through unexpected visual scenarios designed to invite a second look, a comment and a share, not simply deliver a product claim.
The platform
The campaign combined creator storytelling with a coordinated paid + earned distribution strategy across TikTok, Instagram, Facebook and LinkedIn.
Paid amplification accelerated reach, while the format itself was designed to generate organic conversation and extend the work beyond the media buy.
YW3 role
Strategy · Creative Development · Cultural Tastemaker Partnership · Production · Distribution Strategy · Paid + Earned Amplification