Dell Software – Defy Expectations
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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."

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!

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.

Poster and traditional outdoor billboard placement was purchased for trade shows and expos in San Francisco and throughout California.  

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ORIGINAL CONCEPT

Cheryl Elizaga & Ray Colon

PHOTOGRAPHER

Christopher Fragapane

VIDEO DIRECTOR

Justin Olstensen

PRODUCER & BTS PHOTOGRAPHER

Jonathan Neubauer

 

COPYWRITERS

Cheryl Elizaga & Scott Chavez

DESIGNERS

Gina Scoles, Sarah Allen & Ray Colon

CREATIVE  DIRECTOR

Brian Desautel