VMLY&R North America
Tue, 02 Feb 2021 11:50:53 GMT
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Dell Celebrates the Passion of Young Creators with Unexpected Brand Platform
Developed in partnership with Y&R, MPC and Anonymous Content, the goal is to shift the current perception of Dell’s consumer laptops and invite people to 'Get More Into Whatever You’re Into'
Dell is launching a new global brand platform and campaign with a vibrant brand film and new XPS social channels that celebrates the passion of young creators. The campaign highlights the redesigned XPS, a PC meticulously crafted to appeal to the Gen-Z and younger millennial audience, allowing them to create and collaborate with ease.
This consumer campaign is a new approach for the brand. Developed in partnership with Y&R with VFX by MPC New York, it had to create an aura for the XPS campaign that contends with its contemporary competitors and brings the brand into new creative territory. The goal is to shift the current perception of Dell’s consumer laptops, inviting people to 'Get More Into Whatever You’re Into', and dive deeper into their passions.
The VFX-heavy brand film is a wild, colourful journey down the rabbit-hole of users’ interests. Directed by Marco Prestini of Anonymous Pictures, the film creates surreal, beautiful worlds out of the passions each represents. It is a spellbinding visualisation of what’s virtually possible; capturing the essence of these new pieces of technology was essential to their introduction into the marketplace. MPC did this flawlessly through CGI executions, bringing the concept boards to life. The film realises the brand platform by diving into the characters’ 'Youniverses'.
The general assumption is that younger consumers don’t use laptops, but that’s not the case. The work is based on the insight that Gen-Z and young millennials do use laptops just as much as any demographic – the difference is, they open their laptops for a specific purpose. They use their laptops to create, to collaborate, or to deeply research something they care about.
Alvin Cruz, creative director at MPC, commented: “Creating the five different worlds was by far the biggest challenge of the campaign, yet the most creatively rewarding for our team. We wanted to create a sense of visual poetry through avant-garde layouts and illustrations. Our team collaborated with director Marco Prestini in Italy and illustrators in Japan seamlessly. Through a combination of visually sophisticated and conceptual animations, we created a solution that shows exactly what the ‘Youniverses’ are while bringing them to life within the Dell XPS laptop.”
Renato Ferri Carone, 2D lead at MPC, added: “We knew the visual execution of this would be the key to succeeding creatively. It was essential to create a continuous movement throughout the film, with the VFX elements and sequences leading to the final illustrations. We used a range of latest techniques, so each scene had its own look and feel yet feels like one connected film.”
The film showcases MPC’s ambition to challenge the ordinary and pushes the boundaries of remote post-production. With Covid-19 restrictions changing the way we work, MPC worked with agency, the director, the illustrators and client to make decisions in real-time. The visual effects team at MPC was led by creative director Alvin Cruz, Renato Ferri Carone, 2D lead, Andrew Ortiz, 3D lead and was colour graded by Ricky Gausis.
To reflect a global audience, the entire production was shot in Kiev, Ukraine and features a cast of actors from all over the world. The work will run globally in markets including: US, Canada, India, Japan, China, Germany, France, UK, Brazil (plus several others). Media vehicles include Linear TV, CTV, digital, OLV, mobile / social, radio, OOH and email.
The larger campaign will continue to support the platform and be followed by an influencer campaign as well as other touchpoints.
Client
Client: Dell
Agency
Agency: Y&R
Chief Creative Officer New York: Wayne Best
Group Creative Directors: Justin Ebert and Niraj Zaveri
Creative Directors: Meredith Kinee and Rachel Cuyler
Executive Director of Integrated Production: Greg Lotus
Executive Producer: Bobby Jacques
Senior Producer: Dan Bradbury
Senior Broadcast Production Content Business Manager: Maggie Diaz
Managing Director: Ann Carey
Account Director: Scott Eagle
Account Executive: Jonathan Lotz
Project Manager: Patricia Woodward
Managing Director Strategy & Insights: Jenn Bonhomme
Director Strategy & Insights: Jorik Houweling
Production
Production Company: Anonymous Content
Director: Marco Prestini
Managing Director: Eric Stern
Executive Producer: Lori Stonebraker
Head of Production: Kerry Haynie
Sales Representative: Paul Muniz and Stacie Gillman
Line Producer: Malachy McAnenny
DP: Mauro Chiarello
Service Company: Radioaktive
Executive Producers: Darko Skulsky and Kate Galytska
Line Producer: Antonina Patramanska
Post-production
Post-production: MPC New York
On-Set VFX Supervisor: Jim Radford
Animation: Daniel Semanas
2D Lead: Renato Ferri Carone
3D Lead: Andrew Ortiz
Colourist: Ricky Gausis
VFX Producer: Nicole Melius
EP: Chris Connolly
Production Coordinator: Stephen Dierks
Creative Director: Alvin Cruz
Design: Gianna Yarull Urena, Roger Hom
Finishing: Tom McCullough, Mat Ellin
VFX Supervisor: Jim Radford
Editorial
Editorial Company: Rock Paper Scissors East
Managing Director: Eve Kornblum
Producer: Lisa Barnable
Editor: Mikkel Nielsen
Assistant Editor: Alex Liu
Music and Sound
Sound: Wave
Sound Designer & Mixer: Chris Afzal
Executive Producer: Vicky Ferraro
Producer: Eleni Giannopoulos
Music: 'Rabbit Hole' by Why Mona
Written by: Joanna A. Jones and Armond Arabshahi
Music Producer: Alexandra Allen
Executive Music Producer, North America: Theresa Notartomaso
Remix and Arrangements by: Squeak E. Clean Studios
Remixers: Stuart Welch and Zac Colwell
Creative Director: Zac Colwell
Senior Producer: Danielle Toporoff
Categories: Consumer Electronics, PCs and Laptops
VMLY&R North America, Tue, 02 Feb 2021 11:50:53 GMT
