Intel is known for its strong tie-up with smart art—the brand supports a plethora of projects to help aspiring creators express themselves through technology and adds an artistic twist to its own marketing initiatives. Earlier this year, the technological giant has teamed up with Amsterdam Worldwide to launch a campaign of several short films promoting the second generation Intel Core Processor family. Since January 2011, the brand has unveiled a series of short videos—‘Batik Fractal,’ ‘The Sartorialist’ and ‘Kitty & Lala’ to name but a few—to highlight the important role technology plays in a human life and tell now it blends with diverse traditions around the globe. Now, the tech giant presents another installment in the series, putting a new country and its culture into the spotlight.

So far, the brand has explored the life of modern creatives from all trades of life (chefs, designers, batik artists, dancers, writers and photographers) and from different locations around the globe to provide the audience with an insight into the life of people who live differently and share their inspiration with the world. The films have been already watched by millions of viewers from 198 countries of the world, and the release of the new episodes increases the success of the campaign (for instance, the first movie, The Sartorialist,’ was watched nearly 900 000 times since January). The brand has now unveiled a new short which comes as another example of how artistic heritage can be enhanced with modern tendencies: the ‘Jogja Hip Hop Foundation’ film unveils the new cultural layer emerging in Indonesia now, the movement which fuses heritage and new possibilities.

The new short tells about the ‘Jogja Hip Hop Foundation,’ which a group of young Indonesian artists, who are «inspired by and often use traditional Javanese poetry for themes and lyrics as well as traditional gamelan sound.” They add the modern element to their work by mixing old elements “with modern hip hop beats, rhythms and sensibilities,” using computer. They have been travelling across the globe with their music and have even been highly recognized by the Sultan of Jogjakarta for their hilarious hip hop anthem ‘Jogja Istimewa’ (it can be heard in the new Visual Life movie). The 5-minute film is created both for online platform (it’s launched on Facebook and YouTube) and TV in Indonesia.

All the shorts can be watched at www.intel.com/visuallife, where one may find film created both by Intel and users, who tell about their own creative experiences.