CAMPAIGN
2015
DEFY EXPECTATIONS
Dell Software Group asked us to promote their suite of software solutions to a group that knew them for their hardware. I oversaw the creative process and execution for the campaign.
CLIENT
Dell Software
AGENCY
The Buddy Group
ORIGINAL CONCEPT
Ché Elizaga & Ray Colon
VIDEO DIRECTOR
Justin Thomas Ostensen
PHOTOGRAPHER
Christoper Fragapane
PRODUCER & BTS PHOTOGRAPHER
Jonathan Neubauer
COPYWRITERS
Ché Elizaga & Scott Chavez
DESIGNERS
Gina Scoles, Sarah Allen & Ray Colon
ART & CREATIVE DIRECTION
Brian Desautel
YOU'VE GOT ANOTHER SIDE. SO DO WE.
YOU'VE GOT ANOTHER SIDE. SO DO WE.
YOU'VE GOT ANOTHER SIDE. SO DO WE.
Dell is known for laptops and monitors. But Dell Software Group had a singular problem: they'd been acquiring software companies and their products for years and could boast all kinds of clients, but no one knew about it. DSG tasked us with a campaign for traditional and digital media for CTO's, IT Managers and admins. So we juxtaposed typical IT tasks with unexpected hobbies and while the EDM DJ and the fire dancer didn't make it, the contrast reflected the perception of Dell: You've got another side. So do we.
Dell is known for laptops and monitors. But Dell Software Group had a singular problem: they'd been acquiring software companies and their products for years and could boast all kinds of clients, but no one knew about it. DSG tasked us with a campaign for traditional and digital media for CTO's, IT Managers and admins. So we juxtaposed typical IT tasks with unexpected hobbies and while the EDM DJ and the fire dancer didn't make it, the contrast reflected the perception of Dell: You've got another side. So do we.
Dell is known for laptops and monitors. But Dell Software Group had a singular problem: they'd been acquiring software companies and their products for years and could boast all kinds of clients, but no one knew about it. DSG tasked us with a campaign for traditional and digital media for CTO's, IT Managers and admins. So we juxtaposed typical IT tasks with unexpected hobbies and while the EDM DJ and the fire dancer didn't make it, the contrast reflected the perception of Dell: You've got another side. So do we.
Dell is known for laptops and monitors. But Dell Software Group had a singular problem: they'd been acquiring software companies and their products for years and could boast all kinds of clients, but no one knew about it. DSG tasked us with a campaign for traditional and digital media for CTO's, IT Managers and admins. So we juxtaposed typical IT tasks with unexpected hobbies and while the EDM DJ and the fire dancer didn't make it, the contrast reflected the perception of Dell: You've got another side. So do we.
TIME & PLACE
campaign reach
The campaign featured significant digital media placement across sites our demographic was known to visit: Wired, CNet, etc. But the nature of the campaign also allowed Dell to reach into the outlier platforms where IT professionals might frequent - like the proposed placement on Uncrate below..
Poster and traditional outdoor billboard placement was purchased for trade shows and expos in San Francisco and throughout California.
The campaign featured significant digital media placement across sites our demographic was known to visit: Wired, CNet, etc. But the nature of the campaign also allowed Dell to reach into the outlier platforms where IT professionals might frequent - like the proposed placement on Uncrate.
Poster and traditional outdoor billboard placement was purchased for trade shows and expos in San Francisco and throughout California.
The campaign featured significant digital media placement across sites our demographic was known to visit: Wired, CNet, etc. But the nature of the campaign also allowed Dell to reach into the outlier platforms where IT professionals might frequent - like the proposed placement on Uncrate.
Poster and traditional outdoor billboard placement was purchased for trade shows and expos in San Francisco and throughout California.
The campaign featured significant digital media placement across sites our demographic was known to visit: Wired, CNet, etc. But the nature of the campaign also allowed Dell to reach into the outlier platforms where IT professionals might frequent - like the proposed placement on Uncrate.
Poster and traditional outdoor billboard placement was purchased for trade shows and expos in San Francisco and throughout California.
The campaign featured significant digital media placement across sites our demographic was known to visit: Wired, CNet, etc. But the nature of the campaign also allowed Dell to reach into the outlier platforms where IT professionals might frequent - like the proposed placement on Uncrate.
Poster and traditional outdoor billboard placement was purchased for trade shows and expos in San Francisco and throughout California.
AROUND THE CLOCK
PHOTO & VIDEO SHOOT
Shot over two sessions and three working days, we put together everything from the story boards and talent casting to the set build and motion graphics. We wanted more dynamic movement than an expected vertical split, so we set the personas and environments up against the time call outs - the angled splits represent the movement of clock hands. The movement was accomplished using a Milo camera rig - which was a lot of fun to work with!
Shot over two sessions and three working days, we put together everything from the story boards and talent casting to the set build and motion graphics. We wanted more dynamic movement than an expected vertical split, so we set the personas and environments up against the time call outs - the angled splits represent the movement of clock hands. The movement was accomplished using a Milo camera rig - which was a lot of fun to work with!
Shot over two sessions and three working days, we put together everything from the story boards and talent casting to the set build and motion graphics. We wanted more dynamic movement than an expected vertical split, so we set the personas and environments up against the time call outs - the angled splits represent the movement of clock hands. The movement was accomplished using a Milo camera rig - which was a lot of fun to work with!
Shot over two sessions and three working days, we put together everything from the story boards and talent casting to the set build and motion graphics. We wanted more dynamic movement than an expected vertical split, so we set the personas and environments up against the time call outs - the angled splits represent the movement of clock hands. The movement was accomplished using a Milo camera rig - which was a lot of fun to work with!
Shot over two sessions and three working days, we put together everything from the story boards and talent casting to the set build and motion graphics. We wanted more dynamic movement than an expected vertical split, so we set the personas and environments up against the time call outs - the angled splits represent the movement of clock hands. The movement was accomplished using a Milo camera rig - which was a lot of fun to work with!
