Intel Corporation (Intel) is an American multinational technology company headquartered in Santa Clara, California. Intel is one of the world's largest and highest valued semiconductor chip makers, based on revenue. It is the inventor of the x86 series of microprocessors, the processors found in most personal computers. Intel supplies processors for computer companies such as HP and Dell. Intel Corporation was founded on July 18, 1968. Intel also makes motherboard chipsets, network interface controllers and integrated circuits, flash memory, graphics chips, embedded processors and other devices related to communications and computing. Founded by semiconductor pioneers Robert Noyce and Gordon Moore and widely associated with the executive leadership and vision of Andrew Grove, Intel combines advanced chip design capability with a leading-edge manufacturing capability. Though Intel was originally known primarily to engineers and technologists, its "Intel Inside" advertising campaign of the 1990s made it a household name, along with its Pentium processors.

Intel x Haus of Gaga

February 15, 2016

Main article: Grammy Award Ceremony

Intel collaborated with Lady Gaga to bring her creative vision to life for an unprecedented, technology-infused GRAMMY Moment – premiering a multiyear partnership between Intel and The Recording Academy.

Promotional Campaign

Photography Ruth Hogben
Makeup Sarah Nicole Tanno
Hair Frederic Aspiras
Choreographer Richard Jackson
Director of Technology Paul Tapp at Intel
Creative Technologist Nancy Tilbury at Studio XO
12-0-15 Ruth Hogben Intel Promo 003

Lady Gaga wears a dress by Stephane Rolland.

Lady Gaga wears a neckpiece worn as headpiece by Perez Sanz.

Lady Gaga wears a dress by Yousef Al-Jasmi, boots by Gareth Pugh, a neckpiece and cuffs by Perez Sanz, earrings and a propeller cuff by Lynn Ban.

Lady Gaga wears a dress by Alexander McQueen.

Lady Gaga wears a dress.

Lady Gaga wears a jacket by On Aura Tout Vu and sunglasses by Gareth Pugh.

Lady Gaga wears a jumpsuit by Self-Portrait, pumps by Ruthie Davis and glasses by Gareth Pugh.

Lady Gaga wears a dress by Onna O, and a custom headpiece by Philip Treacy.

Lady Gaga wears an outfit by Maya Hansen.


Digital Skin

An “animated face” was developed for Lady Gaga that enabled her to adorn a number of iconic looks all in a single performance in real time, to mind-blowing effect. Intel’s highest performing processors were used throughout the development of this part of the performance, accurately tracking her facial movements while the “digital makeup” was adapted and displayed onto her instantaneously through a projector powered by a 6th Generation Intel Core processor-based desktop.


Gaga’s rose gold piano took on a life of its own as three Intel® Atom™ processor-powered robot arms danced as one to add unexpected motion effects to a traditionally staid and steady instrument.

Interactive Video

Gaga was given the power to control how she appeared on a large LED wall. Her Intel® Curie™ module-based ring generated the real-time effects as she rotated and animated her wrists and arms, while Intel Xeon processor-based media servers generated the live content.

Interactive Holograms

An innovative combination of her Intel Curie technology-based ring and holographic display materials were used to allow Lady Gaga to generate a beautiful three-dimensional hologram of the music legend.

Intel Drones x Super Bowl

Intel Corporation collaborated with the NFL, Pepsi and Lady Gaga, to create a unique drone light show experience to kick off her performance during the Pepsi Zero Sugar Super Bowl LI Halftime Show. Three hundred Intel Shooting Star drones lit up the sky in a choreographed aerial performance marking the first-ever drone integration during a televised event and a Super Bowl. As Gaga’s performance began, Intel Shooting Star drones created a backdrop of colorful formations in the sky including twinkling stars that transformed into red and blue moving stars, before creating the American Flag for a dramatic finale that brought Lady Gaga to center stage on the field. Additionally, the Intel Shooting Star drones finished out the halftime performance by forming the Pepsi logo in the sky.


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