As Intel prepared to launch its next-generation GPU, Iris Xe, I worked as part of the team crafting a bold visual identity that balanced high performance with imagination. We developed a cinematic visual world rooted in the theme of discovery, drawing inspiration from space, refraction, and surreal lightplay. The campaign was driven by the line “Unexpected paths lead to unexpected journeys,” which set the tone for an expansive, atmospheric motion system. I was responsible for translating this concept into motion language and animated elements, focusing on rhythm, transitions, and light-based interactions. I also contributed to the supporting campaign system for digital and social assets, designing clean, geometric layouts and gradient treatments that extended the hero visuals across platforms.