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Computing Comes to Life in Episodic Campaign from Dell and Y&R New York

Y&R - North America, 6 months ago

New spots use futuristic VFX to show how technology could make life easier

Computing Comes to Life in Episodic Campaign from Dell and Y&R New York

Computing can seem vague and impersonal. But a new series of ads for Dell by agency Y&R New York shows how it will continue to change our lives in subtle and powerful ways.

The 'Future Ready' campaign features a series of intertwining vignettes about Amy, a young girl getting a heart transplant. It builds off last year’s 'Beat Again,' where advanced visualisation technology helps a doctor save Amy’s life.

This time around, 'Night Before' shows Amy’s doctor traveling the night before a surgery, and how technology is transforming travel and hospitality. 'First Day Back' shows Amy’s return to school, and how technology changes education. 'Anthem,' to be released next week, will combine all three stories together.

The ads highlight things people don’t necessarily know about Dell, such as cloud computing and its ability to power big data. They show a just-barely futuristic world where the same technology that saved Amy makes little things simpler, like ordering sushi in a hotel room or knowing when the school bus is going to arrive.

The ads come with a serious Hollywood pedigree. They were directed by Henry Alex Rubin, known for landmark campaigns such as 'Whopper Freakout' for Burger King as well as the documentary 'Murderball.' They were shot by Janusz Kamiński, the Academy-award-winning cinematographer of 'Schindler’s List” and 'Saving Private Ryan.' Set design was by K.K. Barrett, production designer for films such as 'Her' and 'Being John Malkovich.'

The new installments in Amy’s story also feature the same actress that played her in 'Beat Again,' just eight months older.


Advertiser: Dell

Chief Marketing Officer: Karen Quintos

Director of Marketing: (Corporate brand) Juan Carlos Gama

Executive: (Director Corporate Brand) Elizabeth Matthews

Creative Agency

Chief Creative Officer: Leslie Sims

Copywriter: Tom Jackson

Art Director: Nick Luckett, Yuni Son

Planner: (EVP, Global Client Leader, Strategic Planning) Joe Rivas

Creative Agency: Y&R

Account Executive: (Assist) George Rainaldi

Project Manager: (Sr, VML) Andrea Rey

Planners: (Strategy Director, Planning) Jenna Rounds

Content Producer: (Sr) Bobby Jacques

Group Executive Creative Director: Christian Carl

Director of Marketing: Diana Melton

Music and Sound

Music Production: Made to Feel

Sound Mix: Tom Jucarone @ Sound Lounge


Edit Company: Cutters NY

Editor: Steve Bell

Post Production / VFX

Colourist: Lez Rudge @ Nice Shoes

Compositor: Gigi Ng

Creative Director: Gigi Ng and Akira Thompson

Designer: (Supervisor) Akira Thompson

Executive Producer: Dez Macleod-Veilleux

Post Production House: Framestore NY

Production Company

Director: Henry Alex Rubin

DOP: Janusz Kaminski

Executive Producer: Drew Santarsiero

Production Company: Smuggler

Production Designer: KK Barrett

Category: Business and services , Software

Genre: Animation , Creative technology , Digital , Editing , In-camera effects , People , Visual VFX