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Fluid Scores New Campaign for Intel and McCann Erickson

McCann Erickson (New York, NY) tapped FLUID, the Manhattan-based music and editorial studio, to compose original scores for a new Fall Intel campaign that promotes the incredible entertainment experiences - brilliant movies, amazing music, intense games available with the Intel® Centrino® chip. The spots feature well-known entertainment personalities sitting on consumers laps. Each celebrity actors John Cleese, Lucy Liu and Tony Leung; singer Seal; pro skateboarder Tony Hawk; and soccer star Michael Owen represents different entertainment genres, such as games, movies and music.  Developed through McCann Erickson, the campaign, which  includes four :30s and seven :15s,  launched nationally September 26. The Tony Leung spots are in both Cantonese and English and began airing in the  Asia Pacific region on the same day. 

Each spot showcases the digital entertainment benefits of the Intel  Centrino mobile technology platform for laptop PCs and makes the point that if you ?want incredible entertainment experiences in your lap?Get Intel Centrino technology in your laptop. The metaphor of an entertainer sitting on the consumers lap in place of a laptop PC illustrates how Centrino mobile technology enables a vibrant, realistic mobile entertainment experience. 

It was a FLUID collaboration of Composers Andrew Sherman and Judson Crane that created the overall tracks and  the tag music, an  energetic, rockin four seconds of fun at the end of the spots, was composed by Crane.  ?Each of the celebrity vignettes are different  - some have music and some do not.  The key for FLUID was creating pieces that were strong enough to stand as musical underscores and then gracefully exit as the next vignette began.  For example, there is a light Parisian café track which goes under Tony Hawk that has a  punctuated ending which feathers nicely into  Seals segment  in which he sings one of his tunes,? explained Fluid Producer Brad Stratton.  

Of the agencys recent collaboration with FLUID, McCann Erickson Creative Director Bill Oberlander said, ?Andrew impressed us with the musical piece that we ended up using for the Lucy Liu vignette. (He did it without any direction from the agency.) From that point he was totally collaborative and spontaneous, creating new melodies and sound designs on the spot. Overall he was very creative, very prolific. 

Representing FLUID were Composers Andrew Sherman and Judson Crane, Executive Producer David Shapiro and Music Producer Brad Stratton. 

The McCann Erickson creative team included Executive Creative Director Bill Oberlander, Executive Creative Director/Copywriter Tom Bagot, Copywriter Gail Barlow, Art Director Sasha Shor, Head of Broadcast Production Peter Friedman, Executive Producer Jonathan Shipman, Music Producer Mike Boris and Assistant Producer Jennifer Chen. 

 The spots were lensed on location in Los Angeles, CA  by an MJZ  (Los Angeles, CA) team that included Director Dante Ariola, Executive Producer Jeff Scruton and Director of Photography  Toby Irwin.

The offline editorial was completed at Lost Planet (New York, NY) by Editor Charlie Johnston and Assistant Editor Jesse Haas, both of whom contributed some sound design as well.  

The online assignment was completed at The Mill (New York, NY) by Editor Aidan Thomas and the film-to-tape transfer was handled by Colorist Fergus McCall. 

The final audio mix was engineered at Sound Lounge (New York, NY) by Mixers Philip Loeb (who did the :30s) and Rob Sayers (who completed the :15s).
Fluid, the New York-based, award-winning music and editorial studio, is headquartered at 532 Broadway, 5th floor, New York, NY 10012; phone (212) 431-4342; fax (212) 431-6525.  Visit the Fluid website at For more information, or to see a reel, contact Jessica Millington.

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