Is it a laptop that's a tablet? or a tablet that's a laptop? That was the main focus of the Intel Ultrabook Convertible. Meanwhile iPads were being iPads and Macbooks were just macbooks. We worked closely with Razorfish to develop a spot which showcased the different transformations of each of their convertible products. Samsung, Dell, Lenovo, Asus, and Toshiba each have a different transformation, but we ended up showcasing three. We also developed a sort of holographic look of their 'Die-namic', which is what intel calls it's colorfully branded circuit board graphic, which is seen everywhere. Much time was spent getting the look of the holographic screens and pulsing floor dienamic perfectly animated until it felt like an extension of their current Intel branding.