INTEL

USAI

The U.S. is facing a new threat. With AI demand booming, China and Taiwan have a chokehold on semiconductor supply, leaving American tech in the dust and bringing new challenges to national security. It's time to bring silicon manufacturing back home. With over five decades of domestic manufacturing and government partnership, no company is more qualified to lead than Intel. And so, we developed a rallying cry for policymakers and military leaders to reclaim American authority in AI innovation: USAI.

At the center of the campaign was a new badge fusing two powerful symbols of industry—Intel Inside and Made in the USA—into a single emblem of American-made AI. The campaign launched with a Declaration of Innovation as a front-page wrap in The Washington Post and extended across broadcast, social, and OOH.

We also produced a short-form documentary about Intel's partnership with Edgerunner AI to implement secure, mission-ready language models for the U.S. military, built for the speed and sensitivity of defense operations.

USAI sparked debate around responsible AI and caught the attention of Capitol Hill and the Pentagon. The campaign drove 44M+ impressions and lifted favorability among key targets by 17 points—all culminating in the U.S. government's historic $8.9B investment in Intel, bringing silicon back to American soil.

Roles: Creative Direction, Writing