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Dell: Synapse/Engineer


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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.
Credits Other credits

Sr. Director Digital Strategy and Shared Services: Heather Coleman

Head of Production: Brent Holt

Project Manager: Paulette Woodfin

Dell Stakeholders: Michelle Gillespie & Priscillia Boo

Production Coordinator: Matthew Fulton

1st AD: Shawn Davis

Shoot Supervisor: Tim Devlin

Production Support: Goutham H, Utkarsha Shinde

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

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