OUT OF THIS YOUNIVERSE: MPC & YMLY&R LAUNCHES NEW DELL GLOBAL ADVERTISING CAMPAIGN

Aiming its sights on Gen Z, Dell’s new global campaign sees collaboration and creativity showcased in a format-hopping brand film led by VMLY&R with VFX by MPC New York.

The VFX heavy film, explores our protagonists ‘Youniverses’ through the new future-facing laptop and demonstrates with the Dell XPS that you can be as creative as you desire and discover a world entirely your own. “Youniverse” is a spellbinding visualization of what’s virtually possible. Capturing the essence of these new pieces of technology was essential to their introduction into the marketplace. Our team in New York did this flawlessly through CGI executions, bringing the concept boards to life.

Alvin Cruz, Creative Director at MPC comments:

“Creating the five different worlds was by far the biggest challenge of the campaign, yet the most creatively rewarding for our team. We wanted to create a sense of visual poetry through Avant Garde layouts and illustrations,” says Cruz “Our team collaborated with director Marco Prestini in Italy and illustrators in Japan seamlessly. Through a combination of visually sophisticated and conceptual animations, we created a solution that shows exactly what the ‘Youniverses’ are while bringing them to life within the Dell XPS laptop.”

Renato Ferri Carone, 2D Lead at MPC adds:

“We knew the visual execution of this would be the key to succeeding creatively. It was essential to create a continuous movement throughout the film, with the VFX elements and sequences leading to the final illustrations. We used a range of latest techniques, so each scene had its own look and feel yet feels like one connected film.”

Chris Connolly, Executive Producer said: “This film showcases our ambition to challenge the ordinary and pushes the boundaries of remote post-production. With Covid-19 restrictions changing the way we work, we worked with agency, the director, the illustrators and client to make decisions in real-time.”

BEFORE AND AFTER

The visual effects team was led by Creative Director Alvin Cruz, Renato Ferri Carone, 2D Lead, Andrew Ortiz, 3D Lead and was colour graded by Ricky Gausis.