Posted on Monday, October 12th, 2020 Leave a comment
From the publication:
Dell Blue, Dell's in-house creative agency, launched a new campaign for the brand new UltraSharp monitor from Dell Technologies. The heart of the campaign is a bizarre CG spot that was inspired by classic Rube Goldberg machines. "Beauty of Productivity" takes the viewer on a fascinating journey through an elaborate Rube world, which is triggered by a ball from a Newton cradle. It provides a comprehensive overview of the key productivity features of the UltraSharp monitor and its unparalleled color and resolution.
Dell Blue designed the CG Rube Goldberg machine as a visual device to highlight the key features Dell Technologies wanted to highlight: monitor height, tilt and swivel ability; DCI-P3 color; a variety of ports and connectors; the beautiful design of the UltraSharp monitor and much more.
According to Lourdes McKenna, creative director of Dell Blue, the visual language of the spot was inspired by the exceptional color accuracy of the UltraSharp monitor and the immersive user experience it offers with its curved screen design. Her team developed the mood boards with a contemporary palette of gold and silver chrome and pastel colors to reflect the modern and sophisticated design of the UltraSharp monitor and the target audience of creatives it is aimed at.
"We really wanted our audiences to know we were listening to their needs and to express that message with a sensitivity that resonates with creatively minded people," says McKenna. "The colors, textures, shapes and movements combine to create a feeling of playfulness and show the power of the UltraSharp in a more fascinating and expressive way."
Dell Blue has teamed up with the VFX powerhouse MPC to create the elaborate "Rube" world, designing and animating hundreds of elements in the process. This included everything from scientific devices like the Newton & # 39; s Cradle to imaginary machine parts and colorfully stylized renderings of the UltraSharp monitor.
The “productivity ball” rolls, bounces and bounces off with dynamic realism and a touch of playfulness. The team struggled to choose the pinball-like physics of the sequence with a balance of whimsy and credibility, and dipped in photorealistic CG renders of the UltraSharp monitor to steer the "productivity ball".
"The CG is so impressive and exactly what we envisioned," says McKenna, "and it pays homage to the artistry and attention to detail that MPC brings to their craft."
“Beauty of Productivity” is just one of six projects that Dell Blue and MPC created together during the pandemic. The other spots are "World of Contrast", "Captivated", "Russian Doll", "Satellite" and "Latitude 7410 Walkthrough".
"We are proud of what our team was able to remotely work with MPC during the lockdown," concluded Joel Davis, Executive Creative Director, Dell Blue. "It was a wonderful trip where it all fell together – and that kind of magic doesn't happen every day."
Agency: Dell Blue / Austin, TX
Executive Creative Director: Joel Davis
Creative Director: Lourdes McKenna
Senior Director, Digital Strategy and Shared Services: Heather Coleman
Production manager: Brent Holt
Sr. Producer: Matt Kuhles
Producer: Jaime Lovell
Associate Producer: Mase Kerwick
Senior Art Director: Jacqueline Byrne
Senior Copywriter: Emily Grube
Project manager: Sarah Wethington
Stakeholders: Lionel Lee, Michelle Gillespie
Production: MPC / London, Los Angeles, Bangalore, Montreal
Director: Rob Hodgson
Executive Producer: Karen Anderson
Producer: Kayleigh Dugdale & Mireille Antoine
CG Lead: Mike Little
2D guide: Jake Nelson
VFX support: Johan Alfort, Udaykiran Chowdary, Will Laban, Flavia Minnone and Alessandro Granella