Expand your Youniverse

Agency Network: 
Published/Aired: 
October 2021

Description

Dell XPS, the premium award-winning laptop brand from Dell Technologies, has teamed up with creative entrepreneur, actor, and change agent Yara Shahidi to inspire Gen-Z’s diverse young creators and changemakers.

Yara’s passion for uplifting voices of her generation, coupled with her love for all things technology, deeply aligns with the campaign ethos: that with the power of the Dell XPS, you can “Expand your Youniverse” and become everything you want to be. The new creative campaign pairs Yara alongside Quannah Chasinghorse and rap duo Aint Afraid to further illustrate her various passions. And by amplifying leading Gen-Z voices, the campaign looks to inspire the next generation of changemakers through the use of technology. The campaign launches today across connected television, social and out of home.

Labeled as one of the stand-out voices of her generation, Yara Shahidi is an award-winning actress and breakout star of the hit ABC show, Black-ish, an executive producer of its Freeform spinoff series grown-ish and continues to be one of Hollywood’s most heralded talents on and off screen. She brings her passions for technology as well as her advocacy for underrepresented communities and broad influence on the Gen Z audience to Dell XPS.

Gen Z is a generation that has seen the forces of globalization, automation and shifting work norms as an opportunity to embrace their side interests as career opportunities, according to a study conducted by professional services network Ernst & Young. A third of “side hustlers” — people who run their own businesses on the side of a breadwinning job — globally fall into the Gen Z demographic. Not only that, but Covid-19 also appears to have unleashed a wave of entrepreneurialism. A 2020 survey by Girls With Impact found that 53% of Gen Z men and women expect to be running their own companies — up from 46% in 2019.

More digital connected than any preceding generation, technology has empowered Gen Z and Millennials to feel technologically savvy, self-sufficient and independent. Dell XPS and Shahidi will work closely to continue engaging young, diverse creatives to deliver on the ethos of tech as the great equalizer.

Film advertisement created by VMLY&R, United States for Dell, within the category: Electronics, Technology.

Advertising Agency: VMLY&R, New York, United States of America
Production: 1stAveMachine
Post Production: 1st Ave BA
Chief Creative Office, NY: Wayne Best
Group Creative Director: Justin Ebert
Group Creative Director: Niraj Zaveri
Creative Director: Jack Collier
Creative Director: Paulo Monteiro
Group Executive Producer: Bobby Jacques
Producer: Larissa Ananko
Sr. Content Producer: Louisa Gargiulo
Managing Director: Ann Carey
Account Director: Scott Eagle
Account Manager: Amelia Giebel
Sr. Project Manager: Patricia Woodward
Managing Director, Strategy & Insights: Jennifer Bonhomme
Strategy Director: Jorik Houweling
Associate Strategist: Nthabi Kamala
Social Strategy Director: Jason Syptak
Senior Connections Manager: Rachel Sider
Director: Karim Zariffa
Partner/Executive Producer: Sam Penfield
Executive Producer: Kate Hitchings
Producer: Danny Hillman
Prod. Supervisor: Shun Tsuchiya
Asst. Prod Supervisor: Nicola McQuiston
Director Of Photography: Ryan Carmody
1st AD: Chris Bicknell
Production Designer: Jenny Burton-Akdag
Executive Producer: Pefy Carr Rollitt
Creative Lead: Duke Viggiano
VFX Supervisor: Juan Manuel Nunez
Post Production Producer: Hillary Downes
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