In the More Than Technology series, our goal was to present our character's life from the perspective of their laptop - highlighting various interactions in a way that reinforces how modern life and technology are so inexorably intertwined. The series featuring four friends whose narratives casually intersect was widely embraced by Dell's Global Marketing Division, and several 30 second spots aired nationally in heavy rotation, culminating in several airings during the 2011 BCS Championship Bowl on NBC which had over 27 million viewers. Not bad for a series that began its life as a web video campaign.
The first commercial in our series focuses on a college freshman and how her Inspiron 14z plays an integral role in her social and academic life. Concepts we wanted to focus on here were connectivity, portability and general academic use.
The second spot in our series promotes Dell's new XPS 14z - a sleek, stylish laptop that couples a compact body with processing power. The spot follows the story of an aspiring musician/graphic designer as he goes through the process of making his music - from recording on his laptop at home, to mixing with a producer in the studio, to creating his concert flyers in photoshop to performing at a live venue. Conceptually, we wanted to highlight the versatility, style, and performance of the XPS 14z in a way that was dynamic, engaging and organic to the storyline.
Our third spot returns to the Inspiron 14z, this time focusing on durability as well as portability. This spot also features the Dell Vostro 360 All In One Desktop computer. To strike an effective contrast between work and recreational use, we developed the story of a family-owned business where the Vostro is used in an administrative capacity for handling accounts and processing orders, while the Inspiron 14z is used by a young skateboarder to design board graphics for the shop, edit skate videos and keep in touch with friends online.
Our final spot in the series highlights the Dell XPS 15 and its user - a young college student interning at a creative design firm. This spot introduces the XPS 15 as an affordable alternative to Apple's popular but expensive powerbook series. We wanted to integrate an emotional element into the storyline and connect two of the characters on a more personal level.