PRODUCING CREATIVE CONCEPTS THAT INSPIRE
FIND OUT HOW
In a
nutshell
I was asked to support in the ideation of some creative CGI concepts for Dell by a partner agency. The brief was simple, bring the product to life in creative and visually indulgent ways focusing on two separate themes. The first was Endorphins. The second was Perfection. I got to work creating two separate concepts covering both themes.
CONCEPT ONE
Elements
Perfection
A rugged cluster of natural material floats amongst other debris. Its exterior particles are stripped back by external forces, crafted and carved to form the elegant and clean shape of a Dell product.
Endorphins
A glowing biochemical synapse is triggered in darkness. We watch as it fires into another, before bursting into a larger form. It’s growing branches begin to create the shape of a Dell product, finally materialising into the real thing.
CONCEPT TWO
Expression
Endorphins
We see a gel-lit a diver in mid action. The device display acts as our window into the diver’s world. This world doesn’t move as if playing on the devices screen, instead it remains fixed, revealed by the choreography of the device and its display.
Perfection
In the same style we focus on a ballerina. The footage is delicately revealed through the device screen as the camera moves around it. Ambient light billows out onto the device before it finally closes and comes to rest along with her performance.
We have a winner
The concepts were presented to the client. The first 'Elements' treatment was selected and developed into an advert for Dell Optimizer as part of the Dell technologies series.