Challenge:
In a hyper-competitive commercial PC market, Intel faced the challenge of reconnecting with IT decision-makers and reaffirming the business value of its vPro platform. With hybrid work reshaping enterprise needs, Intel needed to spotlight its innovation in a way that emotionally resonated with a traditionally pragmatic audience—and shift perception from chipmaker to strategic IT partner.

Solution:
I led production for Intel’s “IT Heroes” campaign, a narrative-driven initiative positioning IT professionals as the unseen heroes behind modern work. Designed for social, digital, and partner ecosystems, the campaign celebrated the critical role of IT in enabling secure, high-performing hybrid workplaces. We localized assets across 8 markets, aligned with OEM partners, and activated quizzes, events, and vPro-powered storytelling to reinforce product relevance and emotional engagement.

Results:
The campaign drove a 51% increase in Intel brand recall and a 16+ point lift in preference for Intel’s business client platform. It successfully elevated Intel’s position among enterprise audiences, turning IT managers into brand advocates and reasserting vPro’s leadership in the future-of-work conversation.