Qualcomm launches Power to Move
McCann New York and Qualcomm launches Power to Move campaign at annual Snapdragon summit.
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Qualcomm continues to push the boundaries of what’s possible in connected experiences.
At this year’s Snapdragon Summit in Hawaii, Qualcomm executives announced the newest AI-powered Snapdragon platforms that will open the door to more powerful and immersive experiences. As a leader in chip technology, Snapdragon opened the Summit with its new film Power to Move developed in partnership with creative agency McCann New York.
“Snapdragon is where innovation happens first especially now in the era of AI. It's transforming how we live, work and play. Living in more than three billion devices across smartphones, laptops, XR, connected cars and many more, Snapdragon's awareness continues to grow year over year,” said Don McGuire, Qualcomm SVP & CMO.
Credits
powered by
- Agency McCann/New York
- Production Company Imposter
- Director Kinopravda
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Credits
powered by
- Agency McCann/New York
- Production Company Imposter
- Director Kinopravda
- Associate Creative Director Kassandra Pollard
- Associate Creative Director Rene Delgado
Credits
powered by
- Agency McCann/New York
- Production Company Imposter
- Director Kinopravda
- Associate Creative Director Kassandra Pollard
- Associate Creative Director Rene Delgado
Shot entirely using Snapdragon technology on Snapdragon-powered devices and in 8K, Power to Move showcases the emotion, energy and connection between its users and the remarkable technology that powers their favourite devices. It brings to life how technology heightens their emotions. How it makes their photographs more captivating, their favourite song more immersive, their gaming victories even more exhilarating.
"We wanted to use a colour washing technique to emphasise that emotional high that a person experiences when they're interacting with Snapdragon technology,” said Rene Delgado, Associate Creative Director, McCann New York.
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"Emotion is a vital part of this campaign because it allows us to talk about the true benefit of Snapdragon technology, which is the ability to explore your passions with the tools you need to really power them," said Kassandra Pollard, Associate Creative Director, McCann New York.
Filming on a Samsung Galaxy S23 Ultra powered by Snapdragon chip technology, the company needed to partner with production partners with expertise in filming content with a phone but with the cinematic approach of traditional filmmaking. We partnered with KINOPRAVDA, a dynamic collective of visionary directors known for their unrivalled art direction and visionary conceptual work.
KINOPRAVDA's expertise extends to the world of music, where they have been the creative force behind acclaimed music videos for artists like Diplo, Chet Faker, and Cuco. The film captures seemingly impossible shots while simultaneously focusing on emotions; revealing the true power behind our affection for a favourite device and the remarkable technology it houses.
