Directed By Tony Kaye, Spot Features Real-Life Gamers And Captures The Thrilling Experience Of Competitive Gaming
Dell Blue, the internal creative agency for Dell, recently created a thrilling :60 spot for Alienware, a provider of premium gaming laptops and desktops. Centered around the tagline “Everything Counts,” the spot features a cast of real-life gamers headlined by Yiliang “Peter” Peng a.k.a. Doublelift, a professional League of Legends player who currently plays for esports organization Team Liquid. In addition, it captures the most critical insights from a competitive PC gaming and esports perspective while beautifully communicating the entire Alienware setup (PC, monitor, keyboard, mouse, and headset). The spot is airing on broadcast, online, and social.
Helmed by acclaimed film and commercial director Tony Kaye, “Everything Counts” captures the high-octane experience of gaming through the perspective of pro gamers who rely on Alienware when every click and every second count toward victory. Combining 3D animation and a series of frenetically cut close-ups of each gamer in their element, the spot concludes, "When the difference between winning and losing is measured in milliseconds. Every click, every frame, every sound, every advantage… everything counts."
“The ‘Everything Counts’ campaign is a masterpiece created by our Dell Blue team,” says Alejandro Madrid, VP — Global Marketing Consumer and Small Business at Dell. “This is the first time in Alienware history that we launch not only a PC, but also an entire ecosystem, so it was crucial to showcase all of its components. Dell Blue did an amazing job of capturing everything Alienware offers in a very simple yet compelling way while emphasizing the human element to generate an emotional connection with the customer. The campaign is already paying dividends with massive positive social media engagement in our early reads.”
For the Dell Blue team, led by Group Creative Director Seth Perisho, the goal was to demonstrate how Alienware gives gamers an advantage in every detail of gameplay. The team achieved this by focusing the narrative on capturing the visceral experience of real gamers using Alienware, rather than highlighting the technical specs of each product in the ecosystem.
“Our philosophy at Dell Blue is to show the human advantage of our amazing technology,” says Perisho. “We interviewed Team Liquid members, as well as casual gamers, so we could better understand what they look for in the gear they use — and where Alienware excels. What united both groups is its performance, responsiveness, and ease of use. Tony [Kaye] was instrumental in making this concept work, as he elicited raw emotion out of the talent through the live-action. Our design and animation partners then underscored his direction with vibrant visual enhancements that call subtle attention to the key technical features of Alienware.”
“The gaming audience cares about different things than the traditional audience for technology,” concludes Perisho. “That’s why we’re capturing the emotional importance of Alienware’s performance in such a compelling, visceral way.”
“Ǝvolution” Comes Full Circle At The Chelsea Film Festival
The Chelsea Film Festival, running from October 16th through October 20th, 2024, at Regal Cinemas here in Union Square, is set to host the East Coast premiere of Ǝvolution, a thought-provoking experimental micro-short film that proves big ideas can come in small packages and in perfect circles.
In just 1 minute 16 seconds, this cinematic gem by Award-Winning Director Romina Schwedler, with original music by Argentine Composer Ignacio Montoya Carlotto, explores a cycle as old as time: life leads to progress, progress leads to destruction, and destruction, well, leads back to life. But is this vicious circle unbreakable? Ǝvolution suggests the answer is yes, unless we decide to open our eyes.
Inspired by the overwhelming number of recent events that threaten human existence, Ǝvolution, possibly the shortest film in this 12th edition of the festival, plays out entirely through the symbolism of circles, cleverly illustrating —in the blink of an eye— the repeating patterns of history, and confronting viewers with the uncomfortable truth that our so-called “progress” may, in fact, be guiding us to our own ruin.Premiering at the Regal 14 Union Square, New York City, on October 18, 2024, at 11 a.m., Romina Schwedler's micro-short, featuring Leah Young with cinematography by Alan J. Carmona, will be sure to spark conversations longer than the film itself! Forcing viewers to reconsider the true meaning of evolution, not just as a biological process, but as a reflection of our collective journey as humans.
With a string of festival appearances across the globe, including CineGlobe at CERN (Switzerland/France), Oscar®... Read More