Dell Blue partnered with MPC to create the elaborate ‘Rube’ world, designing and animating hundreds of elements in the process.
Dell Blue, the internal creative agency for Dell, has launched a new campaign for the all-new UltraSharp monitor by Dell Technologies. The centrepiece of the campaign is a whimsical CG spot inspired by classic Rube Goldberg machines. ‘Beauty of Productivity’ takes viewers on a mesmerising journey through an elaborate ‘Rube’ world triggered by a ball from a Newton’s Cradle, presenting a comprehensive overview of the key productivity features offered in the UltraSharp monitor and its unparalleled colour and resolution.
Dell Blue conceived the CG Rube Goldberg machine as a visual device to reveal the key features that Dell Technologies wanted to highlight: the height, tilt, and swivel adjustability of the monitor; DCI-P3 Colour; a host of ports and connectors; the beautiful design of the UltraSharp monitor and much more.
According to Dell Blue creative director, Lourdes McKenna, the visual language of the spot was inspired by the exceptional colour accuracy of the UltraSharp monitor, and the immersive user experience it offers with its curved screen design. Her team developed the mood boards with a contemporary palette of gold and silver chromes and pastels to reflect the modern and sophisticated design of the UltraSharp monitor and the target audience of creatives that it is geared towards.
“We really wanted our audience to know that we’re paying attention to their needs, and express that message with a sensibility that would resonate with creative-minded people,” said Lourdes. “The colours, textures, shapes, and motion all come together to create a sense of playfulness while showcasing the power of the UltraSharp in a more captivating and expressive way.”
Dell Blue partnered with MPC to create the elaborate ‘Rube’ world, designing and animating hundreds of elements in the process. This included everything from scientific devices like the Newton’s Cradle to imaginary machine parts to colourfully stylised renderings of the UltraSharp monitor.
The ‘productivity ball’ rolls, bounces, and ricochets with dynamic realism and a touch of playfulness. The team took pains dialling in the Pinball-like physics of the sequence with a balance of whimsy and believability, immersing photo-real CG renderings of the UltraSharp monitor to help guide the ‘productivity ball’.
“The CG is so impressive and exactly what we envisioned,” added Lourdes, “and that’s a tribute to the artistry and level of detail MPC brings to their craft.”
‘Beauty of Productivity’ is just one of six projects that Dell Blue and MPC created together during the pandemic. Other spots include ‘World of Contrast‘, ‘Captivated‘, ‘Russian Doll‘, ‘Satellite‘ and ‘Latitude 7410 Walkthrough‘.
“We’re proud of what our team was able to achieve collaborating with MPC remotely during lockdown,” concluded Joel Davis, Dell Blue executive creative director. “It was a beautiful journey where everything fell into place – and that kind of magic doesn’t happen every day.”
First published in LBB.
Agency: Dell Blue/Austin, TX
Executive Creative Director: Joel Davis
Creative Director: Lourdes McKenna
Sr. Director, Digital Strategy and Shared Services: Heather Coleman
Head of Production: Brent Holt
Sr. Producer: Matt Kuhles
Producer: Jaime Lovell
Associate Producer: Mase Kerwick
Senior Art Director: Jacqueline Byrne
Senior Copywriter: Emily Grube
Project Manager: Sarah Wethington
Stakeholders: Lionel Lee & Michelle Gillespie
Production Company: MPC/London, Los Angeles, Bangalore & Montreal
Director: Rob Hodgson
Executive Producer: Karen Anderson
Producer: Kayleigh Dugdale & Mireille Antoine
CG Lead: Mike Little
2D Lead: Jake Nelson
VFX Support: Johan Alfort, Udaykiran Chowdary, Will Laban, Flavia Minnone & Alessandro Granella