dell
Dell finally developed an elegant laptop meant to compete with Apple and Microsoft. And they wanted to let the world know that every aspect of it had been thoughtfully designed and considered. So to launch it, we decided to literally show – and celebrate – every single piece. The result was a spot that showed how every little thing in this machine was, indeed, everything. And we proved that when you focus on the details, what you get is something even greater than all its parts. We also created a campaign of :15’s that focused on one individual feature of the machine at a time. Set to an exciting track of music that fit perfectly with our campaign.
Dell
For years, Dell was remembered by the “Dude, you’re getting a Dell” guy. When we were hired as the GCD/ global creative leads in 2018, our job was to change that dusty and uncool perception of the brand. The goal was to help Dell elevate their work and reach a younger, more modern audience. We currently oversee a department of 16 creatives and run all advertising across Dell’s portfolio, including their brand, product, B2B, and social initiatives.
GLOBAL LAUNCH OF XPS
The XPS is Dell’s most premium machine. And they wanted to reach an audience they’d rarely spoken to before: Gen Z. So we started by introducing the platform line ‘Get More Into Whatever You’re Into.’ It was meant to position the XPS as a conduit to the myriad of passions and interests our target was interested in. Then we began by launching our campaign exclusively on social — with zero followers. We created a fresh and engaging look and feel for the brand on Twitter and Instagram. The campaign has firmly established XPSs personality and has started to set record sales for Dell. Below you’ll find a quick snapshot of some of the pieces we’ve created. (For more of our latest work, follow @XPS on Twitter and Instagram .)
DELL XPS SOCIAL LAUNCH
Our campaign actually began in social. We launched our platform via Instagram and Twitter. And we worked to develop an entirely new personality for the machine — and the brand. One that was more youthful, more creative and unlike anything Dell had been before.
BEHIND THE SCREENS
Creative, passionate people tend to stay up late, diving into their interests. So we created Dell’s first-ever live show on twitter — and aired it at 10pm on Wednesdays, when we knew other like-minded people would be awake. Created in collaboration with VICE and hosted by Alyssa Limperis, we invited up-and-coming artists, musicians, and other influencers to take us deep into their worlds. We are three episodes in with more on the way.
GET INTO YOUR YOUNIVERSE
Once we established XPS’ social presence, we launched our global brand film. Directed by Marco Prestini of Anonymous pictures, the film showed how the XPS can help you dive deeper into the worlds of your passions. We created a 90 second master to turn online, then edited several iterations out of it for use in both broadcast and social. Below you’ll find the :60 which ran on television around the world.
Below are the two :30’s for broadcast.
The brand film was purposely designed to connect emotionally with our audience. However, we also developed a product driven film that could run concurrently with our brand work, and be more of a showcase for the laptop itself.
Below are some examples of how this idea translated into print.
EXPAND YOUR YOUNIVERSE
This was a fun one. To continue our “Youniverse” campaign, Dell hired actress/producer/director/fashionista/humanitarian Yara Shahidi to star in a social-first campaign. (You might know her as the star of Blackish and Grownish.) She’s the perfect Gen Z multi-hyphenate to prove that the Dell XPS was a machine that could help you explore all your passions -- and become everything you want to be. In addition to featuring Yara, this film also included the activist Quannah Chasinghorse and the Muslim music duo Ain’t Afraid.
INSTAGRAM LAUNCH
Before we launched Yara to the world, we wanted to tease her involvement. So on our DellXPS Instagram channel, we released just a piece of her every day – for a week. With little clues as to who our new spokesperson might be. It kept the audience intrigued and guessing. And made it all the more exciting when we finally unveiled her.
BEHIND THE SCENES ORGANIC SOCIAL VIDEO
So Yara is a really charming and engaging personality. You just like being around her. And while she was perfect in our spot – we found her even more fun when she was just relaxed and being herself. Our BTS team captured some great, candid moments with her which turned into this goofy fun social film.
EVERY LITTLE THING IS EVERYTHING.
Before the global platform work, the initial launch of the new XPS was based entirely around its meticulous design. This artful campaign was meant to — quite literally — show every single piece of this machine in stunning detail.
In addition to our brand film, we made a :30 product film and several :15s for social.
Print and OOH assets were also developed, meant to showcase the carefully-crafted design of the XPS.
