Every business owner is a dreamer, steeped in the belief that they can be, create, and deliver the very best. A new ad campaign from Dell Technologies and Y&R New York shows them how they can build a solid, vibrant reality from the magic of their dreams.
“Let’s Make It Real” is the first major campaign for newly formed Dell Technologies, now the largest enterprise technology company in the world.
The series of four television spots feature Jeffrey Wright, star of the HBO series Westworld. Tom Hooper, director of feature films including the Academy Award-winning “The King’s Speech,” directed.
“Magic is pretty amazing,” Wright says in the first spot, from his seat at a lavish performance theater, where a toad is transformed into a prince. “It can transform a frog into a prince, and sadness into ‘happily ever after.’ But it can’t transform your business.”
Then, from center stage, Wright highlights the work of Dell Technologies clients, transporting viewers via life-size, projection-mapped images and models to a hospital room, which technology has transformed into a global diagnostic network; an airplane hangar, housing a jet now powered by engines able to self-diagnose and send alerts about problems; and a dairy in India, where cows transmit their habits and health data by text message to farmers.
Each element in each of the television spots was chosen to demonstrate the Dell Technologies approach, down to the use of the projection mapping technique – creating complex visual effects using on-set, in-camera projection mapping technology – rather than the quicker, more common post-production CGI.
“We used projection mapping to bring some tangibility and create a visual language for all that Dell Technologies does and all the technology at work around us,” says Christian Carl, Y&R’s Global Executive Creative Director “Let’s Make It Real” is an invitation to customers to bring us their toughest problems and biggest challenges, so we can work together to make what might sound like fantasy, or the impossible, a reality,”
CREATIVE CREDITS:
Dell Technologies
Chief Marketing Officer – Jeremy Burton
SVP Global Brand and Creative – Liz Matthews
Director Brand Strategy and Advertising – Rachael Henke
Brand Strategy and Advertising- Valerie Daubert
Ad Agency: Y&R
Global Executive Creative Director – Christian Carl
Global Creative Director – Thomas Shim
Copywriter, Creative Director – Justin Ebert
Executive Producer – Bobby Jacques
Content Producer – Nicole Lederman
Sr Business Manager- Maggie Diaz
President, Global Technology & Business Practice – Joe Rivas
Account Director- Heather Hosey
Group Account Director – Rachel Krouse
Account Executive- George Rainaldi
Strategic Planning Director – Jenna Rounds
Production Company: Smuggler
Director: Tom Hooper
Co Founder: Brian Carmody
Executive Producer: Shannon Jones
DP: Justin Brown
Line Producer: Alex Lisee
Edit House: Rock Paper Scissors
Editor (It’s Not Magic): Adam Pertofsky
Editor (GE, Columbia, Chitale): Ted Guard
Executive Producer: Eve Kornblum
Producer: Jenny Greenfield
VFX: Framestore NY
Dez Macleod-Veilleux – Executive Producer
Maura Hurley – Senior Producer
David Mellor – Creative Director
Gigi Ng – Senior Flame Artist / VFX Supervisor
Georgios Cherouvim – Senior CG Lead
Dan Soloman – Senior Designer
Karch Coom – Senior Compositor
Callum McKeveny – Concept Designer / Senior Matte Painter
Color: Company 3
Colorist: Tim Masick
Sound: Sound Lounge
Mixer/Sound Designer – Tom Jucarone
Projection Mapping: Go2 Productions
Music: duotone audio group
Executive Producer: Ross Hopman
Creative Director: Jack Livesey
Producer: Gio Lobato
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