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Dell Blue Goes Into the Mind of Dell Optimizer's Built-In AI

Creative 163 Add to collection

Agency works with The Mill on mesmerising VFX-driven spots

Dell Blue Goes Into the Mind of Dell Optimizer's Built-In AI

Dell Blue, the internal creative agency for Dell, has debuted the launch campaign for Dell Optimizer, Dell Technology's AI-based software for workstations and laptops. Celebrating the intelligence of Dell Optimizer's built-in AI, the campaign showcases its adaptability for enhanced workstation performance and end-user productivity - from learning your most-used apps so they launch faster to extending battery life when you need it most. Dell Optimizer is now available across the Dell portfolio of commercial workstations and laptops.

Dell Blue produced two mesmerizing VFX-driven spots as the nucleus of the integrated campaign, which includes social media, print and online executions. Both set to a dreamy cover of The Velvet Underground’s 'I'll Be Your Mirror', the spots unfold with a brilliant interplay between the human brain and the Optimizer’s 'brain', as the organic synapses of a Dell user slowly converge with the digital synapses of the AI. Returning to the live-action world, the concluding message is that Dell PCs with built-in AI learn from you, no matter where you work.

“We wanted to depict this ‘mirroring of learning’ that occurs between the end-user and the machine to illustrate the level of automated, customized performance you get with the Optimizer software – and bring it all to life in a beautiful way,” says Dell Blue executive creative director Joel Davis. “Of course, we started with a compelling brief that clearly and single-mindedly identified the problem Dell Optimizer is solving for our target, which led to an incredibly simple creative solution that seamlessly evolved every step of the way."

In addition to strategy and creative, Dell Blue helmed the live-action shoot for the spot and enlisted VFX powerhouse The Mill for the CG elements. 

“This was one of the projects you dream about as a creative, where everything falls into place so effortlessly,” concludes Davis. "Fortunately, we were able to complete the shoot before production shutdowns went into effect. And in light of our new reality, showcasing Dell Optimizer’s benefits for remote workers turned out to be timely. All in all, it was a collaborative experience across the board. The Mill were the epitome of great creative partners who executed the concept stunningly. The project also reminded me what a privilege it is to work at an agency where creativity and teamwork truly thrive.”

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Ad Agency: Dell Blue

Executive Creative Director: Joel Davis

Associate Creative Director: Shane McGuire

Senior Art Director: Santa Hernandez

Senior Writer: Emily Grube (“Synapse/Engineer”)

Writer: Margaret Thurmond (“Synapse/CEO”)

Art Director: Jordan Esteban

Sr. Director Digital Strategy and Shared Services: Heather Coleman

Head of Production: Brent Holt

Senior Producer: Matthew Kuhles

Project Manager: Paulette Woodfin

Dell Stakeholders: Michelle Gillespie & Priscillia Boo


Production Company: The Mill

Director: Andrew Proctor

Executive Producer: Pete King, Will Unterreiner

Senior Producer: Katherine Maidment

Producer: Nathan Haener

Production Coordinator: Matthew Fulton

Director of Photography: Eric Koretz

1st AD: Shawn Davis

Shoot Supervisor: Tim Devlin

Production Support: Goutham H, Utkarsha Shinde

Post Production

Editorial Company: The Mill

Editor: Jack Pyland

Edit Assist: Ryan Burbank

VFX Company: The Mill

Creative Director: Andrew Proctor

Art Director: Sasha Vinogradova

Shoot Supervisor: Tim Devlin

CG Supervisor: Michael Comly, Goutham H

2D Lead Artist: Daniel Thuresson

3D Lead Artists: Michael Comly

2D Artists: Kevin Jones, Lisa Kim

3D Artists: Graeme Turnbull, Gustavo Gonzalez, Lalit Salunke, Mahesh MS

Asset Team: Kiran Prabhu, Nishant Kumar, Vijay Mohan, Dinesh Kanakaraj

Rigging: Pradeep Katta Tracking

Finish Artist: Chris Knight

Matte Painting: Jiyoung Lee

Lead Animator: Tim Devlin

Animation: Ned Piyadarakorn, Joakim Ekstrom

Design: Sasha Vinogradova, Susy Lopez, Dom Han

Asset Supervisor: Anish Mohan

Art Department: Kevin Diaz

Colour Company: The Mill

Colourist: Matt Osborne

Executive Producer: Dee Allen

Producer: Blake Rice

Categories: Consumer Electronics, PCs and Laptops

Dell Blue, Tue, 26 May 2020 11:09:08 GMT