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Dell: Get More Into Whatever You’re Into

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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 VMLY&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.
Credits Other credits

Executive Director of Integrated Production: Greg Lotus

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: Eric Stern

Head of Production: Kerry Haynie

Sales Representative: Paul Muniz and Stacie Gillman

Line Producer: Malachy McAnenny

Service Company: Radioaktive

Line Producer: Antonina Patramanska

Post-production: MPC New York

On-Set VFX Supervisor: Jim Radford

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 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

Remix and Arrangements by: Squeak E. Clean Studios

Remixers: Stuart Welch and Zac Colwell

Creative Director: Zac Colwell

Senior Producer: Danielle Toporoff

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