The agency: VMLY&R
The client: Dell Technologies
The ask: When it came time to launch the redesigned family of XPS PCs (Dell’s top-of-the-line devices for creatives), they came to us looking for ways to show off the different personalities who might use each one based on the different specs. So we created a crew of characters ranging from a music blogger to a forest ecologist to a VFX supervisor and showed them in their environments doing their thing.
Kicking off with a :30, we featured the entire family out in the real world getting to work. Then, we gave each character (and PC) the hero treatment, showing a day in the life through a series of individual :15s that highlighted the unique benefits of each.
To go along with our launch videos, we created a series of social content to help people choose which XPS was right for them. Here, we used the left and right tap feature of IGS to create an interactive asset where people could tap left for more mobility and right for more power.