AMD "Assertive" Campaign — Direct-to-Brand

Setup
AMD came to Camlock Films to sell its newest consumer laptops, the ones running AMD AI-powered chips and Radeon graphics, through three creative use cases: a gamer, a video editor, and a graphic designer working with AI tools. AMD's internal creative agency brought the concept and script, and as an Austin video production company we executed it end to end. The throughline was performance: every creative decision had to make the speed and capability of the newer systems feel tangible on screen.

Challenge & approach
On prior AMD work we'd been asked to avoid recognizable faces to keep the spots clean for international audiences, so this campaign was a deliberate shift. Here we got to lean into performance, casting real actors and shooting them in extreme close-up looking straight down the lens. The locations did a lot of the tonal work too. We shot in our own space and another spot near Austin and Fredericksburg, both with exposed brick and dark walls that gave the interiors a moody, premium feel suited to a high-end product.

Execution
We captured everything in a single shoot day on an ARRI Alexa Mini LF, using large format to add depth and dimension to the interior spaces. The signature shot recreates the AMD logo reflected in the talent's eye, which we built practically by bouncing the logo as the key light and shooting through a hole cut in its center. From there the work moved entirely in-house: edit, VFX, color grade, and the screen-replacement animations that show each system in action. Working directly with AMD kept the loop tight and let us solve creative problems on the spot rather than across a chain of approvals.

Results & close
We delivered :30 and :15 versions of all three spots in four aspect ratios each, packaged with project files and clean renders so AMD's team could build future versions with easy-to-update supers and screen content down the line. Delivering a polished, performance-driven product campaign on a single shoot day, with all the finishing handled internally, is the kind of work that makes Camlock Films a dependable branded content partner for brands and their in-house agencies.