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Synapse/CEO, Synapse/Engineer

Published/Aired: 
May 2020

Description

Dell Blue, the internal creative agency for Dell, has debuted the launch campaign for Dell Optimizer, Dell Technology's AI-based software for workstations and laptops. Celebrating the intelligence of Dell Optimizer's built-in AI, the campaign showcases its adaptability for enhanced workstation performance and end-user productivity -- from learning your most-used apps so they launch faster to extending battery life when you need it most. Dell Optimizer is now available across the Dell portfolio of commercial workstations and laptops.

Dell Blue produced two mesmerizing VFX-driven spots as the nucleus of the integrated campaign, which includes social media, print and online executions. Both set to a dreamy cover of The Velvet Underground’s “I’ll Be Your Mirror,” the spots unfold with a brilliant interplay between the human brain and the Optimizer’s “brain,” as the organic synapses of a Dell user slowly converge with the digital synapses of the AI. Returning to the live-action world, the concluding message is that Dell PCs with built-in AI learn from you, no matter where you work.

Executive Creative Director: Joel Davis
Associate Creative Director: Shane McGuire
Senior Art Director: Santa Hernandez
Senior Writer: Emily Grube / Engineer
Writer: Margaret Thurmond / CEO
Art Director: Jordan Esteban
Sr. Director Digital Strategy and Shared Services: Heather Coleman
Head of Production: Brent Holt
Senior Producer: Matthew Kuhles
Project Manager: Paulette Woodfin
Dell Stakeholders: Michelle Gillespie, Priscillia Boo
Production Company: The Mill
Director: Andrew Proctor
Executive Producer: Pete King, Will Unterreiner
Senior Producer: Katherine Maidment
Producer: Nathan Haener
Production Coordinator: Matthew Fulton
Director of Photography: Eric Koretz
1st AD: Shawn Davis
Shoot Supervisor: Tim Devlin
Production Support: Goutham H, Utkarsha Shinde
Editorial Company: The Mill
Editor: Jack Pyland
Edit Assist: Ryan Burbank
VFX Company: The Mill
Creative Director: Andrew Proctor
Art Director: Sasha Vinogradova
Shoot Supervisor: Tim Devlin
CG Supervisor: Michael Comly, Goutham H
2D Lead Artist: Daniel Thuresson
3D Lead Artists: Michael Comly
2D Artists: Kevin Jones, Lisa Kim
3D Artists: Graeme Turnbull, Gustavo Gonzalez, Lalit Salunke, Mahesh MS
Asset Team: Kiran Prabhu, Nishant Kumar, Vijay Mohan, Dinesh Kanakaraj
Rigging: Pradeep Katta Tracking
Finish Artist: Chris Knight
Matte Painting: Jiyoung Lee
Lead Animator: Tim Devlin
Animation: Ned Piyadarakorn, Joakim Ekstrom
Design: Sasha Vinogradova, Susy Lopez, Dom Han
Asset Supervisor: Anish Mohan
Art Department: Kevin Diaz
Colour Company: The Mill
Colourist: Matt Osborne
Executive Producer: Dee Allen
Producer: Blake Rice
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