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A leader in high-performance computing, graphics, and visualization technologies, AMD (Advanced Micro Devices) helps gamers build incredible experiences. The brand had been gearing up to wow its enthusiast fanbase with two highly anticipated game-boosting products when COVID hit. AMD needed to make the virtual switch, but didn’t want its new products to get lost in the shutdown shuffle. It needed a dynamic announcement to live up to the excitement around the long-awaited product and accelerate buzz from its tech-savvy audience.
AMD and Freeman already had the virtual and hybrid event ball rolling pre-COVID, which made the quick shift a little easier. Ultimately, the team envisioned a pre-recorded, professional broadcast approach that would deliver a virtual experience worthy of the brand, its innovative next-gen products, creatively explosive content, and the fans. With launch events planned throughout 2021, the approach needed flexibility and longevity for virtual productions during the crisis and beyond.
The release of these two ground-breaking products would usher in a new era of game performance, so the studio production needed a powerful punch. The team envisioned a cinematic experience that told the product stories across two episodes to truly impact the viewer with dynamic visuals.
To bring AMD’s vision and its fantastic content to life, Freeman transformed the Freeman event tech warehouse in Austin, the tech brand’s home base, into a customized, professional broadcast studio. This higher-level approach would increase the virtual viewer experience, for both live and recorded content.
Walking into the studio for the first time, the AMD executive speakers were welcomed into a grand hallway leading to the geared-up studio designed for a stunning and flawless shoot. The 38-foot soundstage impressed with a sweeping LED back wall, theatrical and TV-quality lighting, extensive wired and wireless audio, and four cinematic cameras that could shoot from any angle.
Production support, teleprompters, and choreographed content helped speakers feel comfortable on stage while the live and playback preview monitors helped the team provide additional support offstage.
Following the successful shoot and broadcasts, AMD easily achieved its goal to satisfy (and energize!) fans as well as generate media. Case in point: Both episodes were trending in YouTube’s top 10, not only for gaming and tech, but throughout YouTube channels. Additionally, the AMD Ryzen 5000 announcement was pinned to the top of the U.S. homepage of Reddit on day-one of the broadcast.
With a cumulative reach of more than 4.2 million AMD-owned video views and 25,000 social posts, AMD realized this virtual venture had only just begun. The team now has an ongoing hybrid model to provide more control of the environment and timing. Virtual allows for more agility with post-production that takes the live experience beyond the stage, by enhancing the delivery and offering flexibility — for AMD and its fans.
"Huge thanks to Freeman and the team you put together. This was really well done from the planning and collaboration put in to create the studio, through to the production. The end product is awesome and I think that’s a direct result of our ongoing partnership and Freeman’s commitment to AMD." - Shane Metcalf, Global Creative and Campaigns Director | AMD