DELL | More to you.
ROLE
STRATEGY
CONCEPT
DESIGN
EXECUTION
PRINT | WEB | VIDEO
Dell is known for laptops and monitors. But Dell Software Group (DSG) had a singular problem: they'd been acquiring software companies and their products for years and could boast all kinds of clients, but no one knew about it. DSG tasked us with a campaign for traditional and digital media for CTO's, IT Managers and admins. ​
The insight.
Armed with extensive research and some incredible conversations with IT professionals in the field, we juxtaposed typical IT tasks with unexpected hobbies based on real individuals, and while the EDM DJ and the fire dancer didn't make it, the contrast reflected the Dell story: "You've got another side. So do we."
A twist on the split.
We wanted to showcase the two sides of our professionals in a fashion as unique and dynamic as their individual personalities. So we set the personas and environments up against the time call outs - the angled splits represent the movement of clock hands. The campaign featured significant digital media placement and traditional outdoor billboard placement in San Francisco.
