Will Lady Gaga’s Drones Win a Lion? Intel Explains How It Pulled Off Its Fantastical Super Bowl Stunt

And its projects with the Royal Shakespeare Co.

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CANNES, France—Intel is up for a couple awards at Cannes this week for its cutting-edge work with drones and motion-capture technology.

For this year’s Super Bowl halftime show, Intel flew 300 drones behind Lady Gaga as she performed, perfectly choreographed to her moves. The brand is also up for an award for its motion-capture technology with the Royal Shakespeare Company. There are interesting backstories behind both pieces of work, explained Yogi Graham, director of production for Intel Global Production Labs, Intel Corp.

For Lady Gaga’s show, Intel tested the drones under the cloak of night, particularly between 2 a.m. and 5 a.m., in the week leading up to the game in Houston, Texas.

“Pulling something like that off at the Super Bowl requires a lot of planning—we practiced night after night,” Graham said.

Intel is also up for an award for its work with the Royal Shakespeare Company; it created a live motion-capture character for the performance of The Tempest. The project originated when someone at the theater emailed Intel’s customer service account.

“One of the most exciting things about this tech for us is that it’s proven now—we built it and it is durable,” Graham said.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.