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
I was brought on as a freelance GCD in 2017. After a year, I was asked to join full time to help lead Dell as the Global GCD with my partner Justin Ebert. In the past two years, I have helped rebuild the creative teams to better serve the account. And have worked to transform the perception of Dell into a respected and creatively-driven brand. Today, I help manage a department consisting of 16 full time creatives as well as as stable of trusted freelancers. And I oversee all of Dell Global as well as their B2B arm, Dell Technologies, as well as numerous socially-driven projects.
GLOBAL LAUNCH OF XPS
The Dell XPS is their most premium machine. They came to us asking for help in reaching a younger, Gen Z audience. We developed the platform “Get More Into Whatever You’re Into” designed to position the laptop as a portal to our target’s passions and interests. We launched our campaign as a social-first initiative, unveiling our new look, feel and personality exclusively on Twitter and Instagram. We started with zero followers, but within the first two months of the launch we had +85K followers on Twitter and +2k on Instagram. And we’re still growing. Follow @xps to see more of how we’re changing the perception of Dell.
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 XPS 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 our social persona had been firmly established, we created a global 360 campaign from broadcast to social to OOH. Pushing deeper into our platform, our campaign theme was “Get Into Your Youniverse.” We worked with Marco Prestini of Anonymous Pictures on the film, to create a bold, vibrant look that was meant to capture the essence of the XPS and appeal to a younger, more modern audience. Then we took that look further into social and OOH.
We shot a long form :60. Then cut individual :30s out of the footage.
Some print examples:
In addition to our brand film, we also created a product film using our “Youniverse” theme making it a true 360 campaign.
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. This campaign also featured a product-specific film, as well as :15s and a print and OOH. You can see it all below.
