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Actor Yara Shahidi Inspires Gen Z's Changemakers to 'Expand Your Youniverse' with Dell XPS

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VMLY&R taps into the Gen Z creators space to amplify voices through the use of technology

Actor Yara Shahidi Inspires Gen Z's Changemakers to 'Expand Your Youniverse' with Dell XPS

Dell XPS, the premium award-winning laptop brand from Dell Technologies, has teamed up with creative entrepreneur, actor, and change agent Yara Shahidi to inspire Gen-Z’s diverse young creators and changemakers.

Yara’s passion for uplifting voices of her generation, coupled with her love for all things technology, deeply aligns with the campaign ethos: that with the power of the Dell XPS, you can 'Expand your Youniverse' and become everything you want to be. The new creative campaign pairs Yara alongside Quannah Chasinghorse and rap duo Aint Afraid to further illustrate her various passions. And by amplifying leading Gen-Z voices, the campaign looks to inspire the next generation of changemakers through the use of technology. The campaign launches today across connected television, social and out of home.

Labelled as one of the stand-out voices of her generation, Yara Shahidi is an award-winning actress and breakout star of the hit ABC show, Black-ish, an executive producer of its Freeform spinoff series grown-ish and continues to be one of Hollywood’s most heralded talents on and off screen. She brings her passions for technology as well as her advocacy for underrepresented communities and broad influence on the Gen Z audience to Dell XPS. 

Gen Z is a generation that has seen the forces of globalisation, automation and shifting work norms as an opportunity to embrace their side interests as career opportunities, according to a study conducted by professional services network Ernst & Young. ​A third of 'side hustlers' — people who run their own businesses on the side of a breadwinning job — globally fall into the Gen Z demographic. Not only that, but Covid-19 also appears to have unleashed a wave of entrepreneurialism. A 2020 survey by Girls With Impact found that 53% of Gen Z men and women expect to be running their own companies — up from 46% in 2019. 

More digital connected than any preceding generation, technology has empowered Gen Z and Millennials to feel technologically savvy, self-sufficient and independent. Dell XPS and Shahidi will work closely to continue engaging young, diverse creatives to deliver on the ethos of tech as the great equalizer. 

“Technology is the preeminent tool for connection, and for emerging generations it’s also the central tool for making your mark on the world. We’re thrilled to have worked with Yara Shahidi for this Dell XPS campaign that captures the vibrancy, creativity and power of young creators and technology coming together,” said Wayne Best, chief creative officer, VMLY&R New York

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Client: Dell

Campaign Name: Dell “Expand Your Youniverse”

SVP of Global Brand, Consumer & Small Business Creative & Experiential – Elizabeth Matthews

VP, Global Marketing Consumer & Small Business: Alejandro Madrid

Sr. Director, Global Campaigns : Ericka Rogers

Director, Global Consumer Campaigns : Vilma Gonzalez

Consumer Strategy & Insight, Global Consumer Campaigns : Tim Cruz

Talent & Influencer Relations : April Johnson

Bryan DeZayas : Sr. Director, Social Business Team

Michael P. Lambert : Vice President, Global Campaign + Acquisition Strategy

Allie Wallace : Global Partnerships Lead

Agency: VMLY&R

Chief Creative Office, NY : Wayne Best

Group Creative Director : Justin Ebert

Group Creative Director : Niraj Zaveri

Creative Director : Jack Collier

Creative Director : Paulo Monteiro

Group Executive Producer : Bobby Jacques

Producer : Larissa Ananko

Sr. Content Producer : Louisa Gargiulo

Managing Director : Ann Carey

Account Director : Scott Eagle

Sr. Account Manager : Jonathan Lotz

Account Manager : Amelia Giebel

Sr. Project Manager : Patricia Woodward

Managing Director, Strategy & Insights : Jennifer Bonhomme

Strategy Director : Jorik Houweling

Associate Strategist : Nthabi Kamala

Social Strategy Director : Jason Syptak

Senior Connections Manager : Rachel Sider

Connections Manager, Social: Gaby Ringvald

Production Company: 1stAveMachine

Director: Karim Zariffa

Partner/Executive Producer: Sam Penfield

Executive Producer: Kate Hitchings

Producer: Danny Hillman

Prod. Supervisor Shun Tsuchiya

Asst. Prod Supervisor: Nicola McQuiston

Director of Photography: Ryan Carmody

1st AD: Chris Bicknell

Production Designer: Jenny Burton-Akdag

Post Production: 1st Ave BA

Executive Producer : Pefy Carr Rollitt

Creative Lead : Duke Viggiano

VFX Supervisor : Juan Manuel Nuñez

Post Production Producer : Hilary Downes

Genres: People, Dialogue

Categories: Consumer Electronics, PCs and Laptops

VMLY&R - North America, Wed, 06 Oct 2021 14:16:20 GMT