Intel "Connectivity"

"Connectivity" is an Intel film directed by Rick Wayne, published as a director's cut.

Technology brands present the hardest version of a common problem: the product is invisible and the benefit is abstract. Nobody has ever seen connectivity. What they have seen is what connectivity makes possible, which means the film has to find a human situation that carries the abstraction without explaining it. Get that wrong and the result is a montage of glowing lines over a city at dusk, which is the default the category produces when nobody insists on a better answer.

Wayne's stated method is built for exactly this. He has described the brief as a starting point and the why as the film, and asks first what is at stake for the person watching. Applied to an infrastructure brief, that question converts an unshootable subject into a shootable one. The film stops being about the technology and starts being about the thing the technology is in service of, which is the only version an audience can feel.

His agency background is directly relevant to how a brief like this survives contact with a room. Wayne worked as an Executive Creative Director on global campaigns, and he has said that experience makes him a sharper director on set: treatments that read like strategy decks, the authority to defend a vision in front of stakeholders, and the ability to translate agency feedback into the next take rather than into a compromise. On enterprise technology work, where the approval chain is long and the temptation to explain is constant, that is not a soft skill.

Intel appears on the roster of major brand clients Wayne built through Underscore Films, alongside Sharpie, Graco, Warner Bros., Paper Mate and NUK. Published in March 2019, the film sits at the front of a productive year that also produced the Wiz Khalifa trailer and the CenturyLink film with the NFL.

The director's cut runs 0:31.