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Dell Blue Goes Full-On 'Rube' with Delightful CG Spot for Dell's UltraSharp Monitors

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Dell Blue partnered with VFX powerhouse MPC to create the elaborate 'Rube' world, designing and animating hundreds of elements in the process

Dell Blue Goes Full-On 'Rube' with Delightful CG Spot for Dell's UltraSharp Monitors
Dell Blue, the internal creative agency for Dell, has launched a new campaign for the all-new UltraSharp monitor by Dell Technologies. The centrepiece of the campaign is a whimsical CG spot inspired by classic Rube Goldberg machines. 'Beauty of Productivity' takes viewers on a mesmerising journey through an elaborate 'Rube' world triggered by a ball from a Newton’s Cradle, presenting a comprehensive overview of the key productivity features offered in the UltraSharp monitor and its unparalleled colour and resolution.

Dell Blue conceived the CG Rube Goldberg machine as a visual device to reveal the key features that Dell Technologies wanted to highlight: the height, tilt, and swivel adjustability of the monitor; DCI-P3 Colour; a host of ports and connectors; the beautiful design of the UltraSharp monitor and much more.

According to Dell Blue creative director, Lourdes McKenna, the visual language of the spot was inspired by the exceptional colour accuracy of the UltraSharp monitor, and the immersive user experience it offers with its curved screen design. Her team developed the mood boards with a contemporary palette of gold and silver chromes and pastels to reflect the modern and sophisticated design of the UltraSharp monitor and the target audience of creatives that it is geared towards.

“We really wanted our audience to know that we’re paying attention to their needs, and express that message with a sensibility that would resonate with creative-minded people,” said Lourdes. "The colours, textures, shapes, and motion all come together to create a sense of playfulness while showcasing the power of the UltraSharp in a more captivating and expressive way.”

Dell Blue partnered with VFX powerhouse MPC to create the elaborate 'Rube' world, designing and animating hundreds of elements in the process. This included everything from scientific devices like the Newton’s Cradle to imaginary machine parts to colourfully stylised renderings of the UltraSharp monitor.

The 'productivity ball' rolls, bounces, and ricochets with dynamic realism and a touch of playfulness. The team took pains dialling in the Pinball-like physics of the sequence with a balance of whimsy and believability, immersing photo-real CG renderings of the UltraSharp monitor to help guide the 'productivity ball'.

“The CG is so impressive and exactly what we envisioned,” added Lourdes, “and that's a tribute to the artistry and level of detail MPC brings to their craft.”

'Beauty of Productivity' is just one of six projects that Dell Blue and MPC created together during the pandemic. Other spots include 'World of Contrast', 'Captivated', 'Russian Doll', 'Satellite' and 'Latitude 7410 Walkthrough'.

“We’re proud of what our team was able to achieve collaborating with MPC remotely during lockdown,” concluded Joel Davis, Dell Blue executive creative director. “It was a beautiful journey where everything fell into place – and that kind of magic doesn’t happen every day.”

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Ad Agency: Dell Blue/Austin, TX

Executive Creative Director: Joel Davis

Creative Director: Lourdes McKenna

Sr. Director, Digital Strategy and Shared Services: Heather Coleman

Head of Production: Brent Holt

Sr. Producer: Matt Kuhles

Producer: Jaime Lovell

Associate Producer: Mase Kerwick

Senior Art Director: Jacqueline Byrne

Senior Copywriter: Emily Grube

Project Manager: Sarah Wethington

Stakeholders: Lionel Lee & Michelle Gillespie


Production Company: MPC/London, Los Angeles, Bangalore & Montreal

Director: Rob Hodgson

Executive Producer: Karen Anderson

Producer: Kayleigh Dugdale & Mireille Antoine

CG Lead: Mike Little

2D Lead: Jake Nelson

VFX Support: Johan Alfort, Udaykiran Chowdary, Will Laban, Flavia Minnone & Alessandro Granella

Categories: Consumer Electronics, PCs and Laptops

Dell Blue, Mon, 12 Oct 2020 10:45:40 GMT