Intel’s news source for media, analysts and everyone curious about the company.

Inventive Thinking Behind Amazing Experiences Wins Honors

By Penny Baldwin

penny-baldwinAt Intel, we’re connecting with people in new ways by delivering amazing experiences.

We’re providing more immersive sports experiences for fans and athletes; reinventing the possibilities in music, entertainment and fashion; creating a stage for innovators; and offering educational opportunities for underserved communities.

It’s all a part of a journey to reposition and revitalize the Intel brand. Our story is simple: “Intel Inside, Amazing Experiences Outside.”

On Monday, we were recognized for that work as a Project Isaac Award winner. Inventive. Imaginative. Bold. These are all words AdWeek uses to describe this year’s Project Isaac Award winners: media, advertising, marketing, and technology professionals behind some of the most ground-breaking ideas in their industries.  I’m proud that Intel has been honored as a Gold winner in the media category (for video invention) following our collaboration with The Recording Academy and Lady Gaga for this year’s Grammy Awards.

Working in partnership with Lady Gaga and the Recording Academy to infuse our technology into her live 58th Annual Grammy Awards performance, we created a tribute to David Bowie that celebrated his legacy as a musician and visual artist. Breakthrough Intel technologies enabled Lady Gaga’s creativity and innovation: sensors and movement tracking, 3D facial mapping and projection, holograms and robotics together created something unique, powerful and wonderful.

The Project Isaac Award recognizes the power that innovation and experiences have in the world. Our collaboration with the Recording Academy and Lady Gaga is just one example of the kind of innovative, creative and powerful experiences we’ve been delivering around the world.

For sports fans, we’ve changed the game, enabling viewers to savor the biggest plays with 360-degree replay technology at both the Super Bowl and the NBA Playoffs and Finals. And in the Winter and Summer XGames, we embedded our tracking and sensor technology into snowboard, ski and BMX events, giving viewers and athletes real-time insight into tricks, including jump height, speed, distance, rotation and g-force on landing.

Our vision of a future where interactive gaming on a global scale is the norm has come to life through Intel Extreme Masters. The e-sports competition that pushes the limits of how gamers experience virtual worlds is the longest running pro-gaming tournament across multiple continents.

Intel recently powered a world-record-breaking 100-drone performance in the skies above Hamburg, Germany, and in a series of performances above Sydney Harbor accompanied by a live orchestra, setting the stage for drones to amplify creative expression.

And in a celebration of everyday innovators, tinkerers and inventors, we created two unique programs to support their ideas.

The first was the reality competition America’s Greatest Makers, where contestants were challenged to invent the next smart and connected device using the button-sized Intel ® Curie™ Module. You can see the winning idea – and lots of other great innovations – at the America’s Greatest Makers website.

And in a program designed to harness the innovation and resourcefulness of young women in impoverished communities, Intel® She Will Connect fosters education programs for young women in the countries with the largest Internet gender gaps: Kenya, Nigeria and South Africa. These young women are able to receive a better education, easily access health information online, enhance their political participation and have stronger voices in their communities by connecting to new economic opportunities.

We’ve been telling these stories on our social channels. You can read more about some of the amazing experiences Intel is making possible on the Intel IQ website.

Intel’s story is not just about the breakthrough technologies we create. It’s really about the innovative and varied ways that technology can be used to create amazing experiences for people around the world.

I’m excited to be a part of the team that is bringing this promise to life.

Penny Baldwin is a vice president in the Global Marketing and Communications Group at Intel Corporation.

About Intel

Intel (Nasdaq: INTC) is an industry leader, creating world-changing technology that enables global progress and enriches lives. Inspired by Moore’s Law, we continuously work to advance the design and manufacturing of semiconductors to help address our customers’ greatest challenges. By embedding intelligence in the cloud, network, edge and every kind of computing device, we unleash the potential of data to transform business and society for the better. To learn more about Intel’s innovations, go to and

© Intel Corporation. Intel, the Intel logo and other Intel marks are trademarks of Intel Corporation or its subsidiaries. Other names and brands may be claimed as the property of others.