Art Direction
Having worked for Dell Technologies for nearly a decade, I have had the privelage of being on some wonderful projects. Below are some older noteworthy product walkthrough videos that I was involved in.
Build the Future
To prevent audience fatigue from dense technical specifications on the Dell Precision workstations, I pivoted the creative strategy to benefit-driven storytelling, translating complex product data into relatable, high-impact consumer outcomes.
Russian Doll
To launch Dell’s compact Precision form factor, I conceptualized a Matryoshka-inspired visual metaphor to elegantly communicate scale. This 'Russian doll' execution provided a sophisticated size comparison against the broader fleet while emphasizing the product’s high-performance capabilities in a miniaturized frame.
Dell Precision 7875 Tower
The AMD Ryzen Threadripper Pro provides extreme compute for multi-threaded applications, with up to 96 Cores. By bringing the processor to life by visually showing the tentacles grabbing all the components and pulling it together, we positioned it as the leading workstation professionals use to handle heavy workloads.
Dell OptiPlex 25th Anniversary
To commemorate the 25th anniversary of Dell OptiPlex, I directed a retrospective campaign that seamlessly integrated a historical timeline with diverse, modern-day use cases. The creative strategy focused on balancing heritage with future-facing innovation, illustrating a quarter-century of evolution.
Made To Last Beyond The Bell
Not often, but sometimes your first idea, the most simple idea is the best one. At least that was the case for this Latitude Education campaign. Set in a school classroom we depicted the laptop elegantly rotating while showing off the features and finally landing on the desk to communicating the durability of device.