Space Marines and Alien Planets in Private Island's Latest Campaign for Dell and Alienware

Private Island’s Chris Boyle dives headfirst into the gaming experience with a set of genre-bending films for Alienware.

The 'Be More Alien' campaign sees casual gamers transported from their homes into classic gaming genre settings. From battle-hardened Space Marines to fantasy creatures and stealthy cyberpunk looting, enchanted forests, psychedelic alien planets and gritty dystopias are brought to life under the direction of Chris Boyle and the PI studio, with comedy, great performance and craft.

The project was 10 months in the making with Private Island collaborating with Agency Dell Blue early in the process to shape the creative with multiple scripts developed and finessed. The Private Island studio created Gen AI style frames, animatics and previs before the selected final three scripts went into production. Originally scripted as 15”s for airing, Dell Blue saw the huge potential in the work, extending two of the three spots into 30” spots.

The six-day production was shot in Ljubljana with massive hand-crafted set builds, to allow as much of the action as possible to be captured in-camera before diving into the post to fully realise Chris Boyle’s vision for each of the worlds.

Director Chris Boyle said, “When our US partners, SKUNK brought us this brief we were instantly sold. As a long-term gamer, and having been fortunate enough to work across the world of gaming, from Call of Duty, Pokemon, EA Sports to League of Legends, this was a dream job.

Being able to make films with Battle Mechs, Space Marines, Floofy Killer Critters, Evil Scientists and Quantum Computers is PRECISELY why we set up PI.

We know the terrain and audience so we were delighted to make something that feels true to the gaming experience, is stacked with easter eggs... and, you know, features cybercats.”

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