Intel Flew Hundreds of Drones Behind Lady Gaga During Her Super Bowl Halftime Show

It's the second time they've partnered for a big event

Hundreds of Intel-powered drones flew behind Lady Gaga during the Super Bowl halftime show. Fox
Headshot of Marty Swant

For this year’s halftime show, 300 of Intel’s Shooting Star drones flew behind Lady Gaga. Choreographed by lights and shapes in what the company is calling the first-ever drone integration for a Super Bowl or televised event, the drones, each weighing less than a volleyball, transformed into multicolored stars and the U.S. flag.

The collaboration is the second time Intel and Lady Gaga have worked together for a major performance. For last year’s Grammy Awards, the tech company used a hologram to transform Gaga’s face into that of David Bowie as a tribute to the late singer who died earlier in the year.

“Lady Gaga and the Super Bowl creative team wanted to pull off something that had never been done before, and we were able to combine Intel drone innovation with her artistry to pull off a truly unique experience,” Josh Walden, senior vice president and general manager of Intel’s new technology group, said in a statement. “The potential for these light-show drones is endless, and we hope this experience inspires other creatives, artists and innovators to really think about how they can incorporate drone technology in new ways that have yet to even be thought of.”

At the end of the Pepsi Halftime Show performance, Intel also created a 10-second spot with the drones by transforming its logo into Pepsi’s.

Intel has been boosting the presence of its new technology which, using LED lights, can create more than 4 billion color combinations that are programmed automatically. In May, it choreographed a performance in the Palm Springs desert for the first FAA-approved drone swarm.

“The drones gave the appearance of fireworks in the sky,” Intel CMO Steve Fund told Adweek last fall, describing the swarm.

@martyswant Marty Swant is a former technology staff writer for Adweek.