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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 … read morehighlights 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.
read less...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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