Dell – TOAD
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MANAGE. DEVELOP. BETTER.

When Quest's TOAD productivity software became part of the Dell Software Group, it came with a legacy identity and character. We were asked to update the identity to bring it in line with Dell Software's other platforms - so we used Dell's typography coupled with a  new tagline, updated the illustrated Toad character to match and introduced a new look in naturally lit photography and video. 

TOAD ILLUSTRATION & ICON

We wanted the Toad character to evolve from the traditional anthropromorphic version to an updated illustration style that could provide a strong silhouette for iconography and still retain the character's likability. 

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PHOTOGRAPHY & VIDEO

Photography and video for Toad and Dell Software was shot over the course of two days in half a dozen locations, including outdoor. Multiple crews were used to capture footage simultaneously for photo and video footage. Two dozen models were selected for the first day of shooting to show crowd background and we focused on a dozen models for the second day of shooting to provide focus for the client's desired demographics.

My overall direction was for the shoot was to stay as natural as possible with lighting, posing and movement - we wanted these images to stand apart from the typical stock photography look. 

CHARACTER DESIGNER & ILLUSTRATOR

Jackie Whisler

VIDEO DIRECTOR

Justin Ostensen

PHOTOGRAPHER

Christopher Fragapane

 

COPYWRITER

Scott Chavez

CREATIVE DIRECTOR

Brian Desautel

AGENCY

The Buddy Group - 2015