Intel has launched the fourth instalment in its series of “Visibly Smart Films”, “Jogja Hip Hop Foundation”, following on from the success of short films “Batik Fractal”, “The Sartorialist” and “Kitty & Lala”. Designed by Amsterdam Worldwide to highlight the brand’s second generation Intel® Core™ Processor family, the short films have attracted more than 12 million views across 198 countries since January 2011. ‘Jogja Hip Hop Foundation’ is a look at modern Indonesia’s local hip hop movement, an intriguing fusion of Western youth culture and Indo cultural traditions.
‘Jogja Hip Hop Foundation’ presents Indonesia through the eyes of its young, urban, music generation. Founded by Marzuki Mohamad, aka Kill the DJ, the crew are leading the resurgence of hip hop in modern Indonesia by putting a unique local spin on it. Featuring lyrics inspired by 18th century Javanese poetry, Jogja Hip Hop Foundation (JHF) tracks mix hip hop beats with traditional Indonesian music. The crew’s goal is to “share their music with everyone” to make Indonesia’s young generation proud of their country. To date, the JHF have taken their message across the globe, touring the U.S., Australia, Europe, and Singapore. The crew received special recognition from the Sultan of Jogjakarta for their hip hop anthem ‘Jogja Istimewa’, which is shown in the film.
In this Visibly Smart film a group of young Indonesian artists known collectively as the ‘Jogja Hip Hop Foundation’ presents Indonesia in a new way. Through the eyes of a young, urban, optimistic, and culturally proud music generation we see a fascinating and fresh fusion of old and new Indonesia. The JHF are inspired by and often use traditional Javanese poetry for themes and lyrics as well as traditional gamelan sound. They then mix it with modern hip hop beats, rhythms and sensibilities. The film shows how the computer helps them produce and distribute their music, videos, and related band information to their fans in Indonesia and beyond. Turn up your speakers and enjoy. Click on the image below to play the video in YouTube (HD)
For consumers the message is simple, 2nd generation Intel Core processors deliver Visibly Smart performance for your Visual Life.
The premise behind “Visual Life” is that from the moment we are born, we experience life visually. We think, imagine, and even speak in visual terms. The Visibly Smart campaign, launched in January 2011, includes events, games, apps and video content, reflecting our emotional experiences using a 2nd Generation Intel Core processor-enabled device, illustrating the benefits of a faster, more connected visual life.
An online destination www.intel.com/visuallife acts as the hub for user-generated and Intel-generated content. Consumers are encouraged to share their experiences and upload creations to the site, which will see all hosted content distributed simultaneously to a number of channels including Intel’s Facebook and YouTube pages. Conversely, any content uploaded directly to YouTube or Facebook will appear on the Visual Life hub.
The first Intel profile film, ‘The Sartorialist’, launched in January 2011, marked the start of Intel’s ‘Visibly Smart’ consumer strategy. ‘The Sartorialist’ documents the visual life and work of blogger and photographer Scott Schumann, and has received international plaudits, including a ONE Show Interactive pencil for long-form film, and a cinematography shortlist at the Clio Awards. Blogger Scott Schumann, aka, The Sartorialist, shares photos from his Visual Life with 70,000 readers a day. In this film by Intel, get a sneak peek into the man behind the lens and how technology plays a pivotal role in bringing his passion to life. Click on the image below to play The Sartorialist in YouTube (HD)
‘Kitty & Lala‘, a film profiling young Chinese wedding photographers of the same name, followed in June. Views exceeded three million in the first ten days following premieres in China and the USA, and the numbers continue to grow as the film is unveiled around the world. 80 Impression illustrates the diverse, personal, and emotional role that technology plays in the everyday Visual Life of two young Chinese wedding photographers – Kitty and Lala. Click on the image below to play the Kitty & Lala video in YouTube (HD)
‘Batik Fractal’, released in September, presented a glimpse into the renaissance of modern Indonesia through the eyes of the young Batik designer and businesswoman, Nancy Margried. Batik is a fabric dyeing and printing method dating back as far as the 6th century and remains a treasured cultural symbol of Indonesia. UNESCO designated Indonesian batik as a Masterpiece of Oral and Intangible Heritage of Humanity in 2009. Nancy’s Bandung-based design atelier, Batik Fractal, is reinventing batik design with 3D modeling software her team created while maintaining much of the traditional production process. The film illustrates how everyday people can realize their creative ambitions while remaining true to their culture through the use of technology. Click on the image below to play the video in YouTube (HD)
‘Jogja Hip Hop Foundation’ premieres this month on TV in Indonesia. However, global audiences can watch the five-minute film online at Intel Indonesia’s Facebook hub (in Bahasa), facebook.com/intelindonesia, as well as the YouTube Intel hub (in English) at youtube.com/user/channelintel, on selected blogs and social media platforms, and at Intel experiential events.
The Visibly Smart Films campaign was developed at Amsterdam Worldwide by executive creative director Richard Gorodecky, creative director Joseph Ernst, senior copywriter Martin Beswick, art director Daniel Peiron, copywriter Karen Hardy, producers Jordan Kelly, Jan-Peter Wiersma and Lars Fabery de Jonge, account team Megan Wooding and Desislava Staykova.
Filming for “Jogja Hip Hop Foundation” and “Batik Fractal” was shot by director Hannah Hilliard via Radical Media, Sydney, with executive producer Holly Alexander, producer Helen Morahan, production supervisor Azren Irwan, director of photography Chris Miles. Post-Production was done at Heckler, Australia. Music was composed by Rosie Chase.
Filming for Kitty & Lala was shot by director Qiao Li via The Bag Ladies with producer Kelvin Mak, line producer Jane Zheng. Post production (online and Flame) was done at Vision Unit, Beijing. Music was by Julian Langdon. Audio post production was by Keith Thomas at Alchemy Post, Melbourne.