Intelligent Insights
This project centered around a key insight: 75% of managers find IT more complex than it was two years ago. Dell Technologies offers solutions to help manage vast amounts of data, and the goal was to highlight this statistic through a concise video ad and complementary online ads.
With a very limited budget, shooting original video content seemed unlikely, so we initially planned to rely on stock footage. However, finding suitable stock clips proved challenging. I proposed a quick, small-scale local shoot in Austin, TX, which stakeholders approved as the best path forward.
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During the shoot, I took on multiple roles—including coordinating equipment swaps, maintaining the data center environment, and assisting with direction. We captured ample still photography alongside video footage, ensuring we had versatile assets for this project and future campaigns.
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This marked the team’s first highly efficient, rapid-turnaround shoot, and it was also my first project with the team—taking it seamlessly from concept to production.
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Creative director: Debbi Smith O'Rourke
Art director: Kim Reed
Graphic designer: Gabrielle Favret-Kocian
Copywriter: Miles Gabaeff
Video
My partner and I collaborated to develop the “evolutionary” concept, illustrating the rapid advancement of technology—from warehouse-sized data storage to powerful devices that fit in the palm of your hand. This narrative highlights how Dell Technologies simplifies data management, freeing IT teams to focus on innovation and what’s next.
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To bring the idea to life, I visited one of our data centers to scout a location and filmed a quick sequence demonstrating how efficiently this project could be executed. I then created a rough mock-up video in Adobe After Effects, combining layered stock footage to visualize the concept. Additionally, I recorded a scratch voice-over track to accompany the visuals. This prototype video was instrumental in pitching the concept to stakeholders, convincing them to allocate budget toward a swift, original shoot instead of relying solely on stock footage. Below, you can view the final product.
Online Ads & Social Posts
We created corresponding online ads and social media posts using the wide range of images we took while on set so that everything was cohesive.
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