How do you communicate the power of an Intel chip without actually having the chip?
Part YouTube film, part video game and part product demo, The Escape put the audience behind the controls of a techno-thriller; using the features of the Intel Core to help save a female lead and elude two pursuers with a penchant for mysterious envelopes. Along the way, the YouTube environment reacted to the action – splitting, scrolling and breaking apart as players fought enemies, picked locks and piloted combat drones. For the first time, this wasn't about watching a YouTube video, it was about playing it. It's worth mentioning that after The Escape launched, YouTube updated their brand mimicry guidelines to stop anyone doing anything like this again. It's kinda flattering to know that in pushing their platform to the limits we ruined the fun for everyone.
The Escape also came to life as a mobile iAd, allowing us to incorporate smartphone features such as the accelerometer, gyroscope and fingerprint ID into the action.