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."
SPW Credits
Client: Alienware Project: “Everything Counts”
Ad Agency: Dell Blue/Austin, TX
Executive Creative Director: Seth Perisho, Associate Creative Directors: Casey Anderson & Emily Grube, Copywriter: Zach Stevens, Art Director: Lily Kowalski, Sr. Director Campaigns and Agency Operation: Heather Coleman, Head of Production: Brent Holt, Senior Producer: Megan Murray, Senior Project Manager/Account Lead: Shruti Desai, VP Global Marketing Consumer: Alejandro Madrid, Director of Global Creative: Kristi Armstrong, Creative Lead: Lisa Meyers
Production Company: Tony Kaye Pictures/Los Angeles, CA
Director/DP: Tony Kaye, Executive Producers: Matt Zion-Basile, Producer: Mark Conley
Where Shot: Culver City, CA
Editorial Company: Dell Blue Editorial/Austin, TX
Senior Editor: Jason Uson
VFX & Post Production Company: Office of Development & Design/New York, NY
Executive Creative Director: Gary Breslin, Executive Producers: Matthew Turke & Tim Case, Producers: Wendy Gardner & Stephanie Katritos-Sautai, Animators: Terry Lush, Fede Saenz & Brian Sensebe, VFX Lead: Joe Laffey
Color Correction: Nice Shoes/New York, NY
Colorist: Sal Malfitano, Flame Artists: Peter Charles & Jacob Robinson
Music Production Company: Shindig/Los Angeles, CA
Creative Director: Scott Glenn, Executive Producer: Debbi Landon, Composer: Austin Shupe, Sound Designer/Mixer: Dan Hart, Head of Production: Caroline O’Sullivan
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’
Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own.
Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.”
Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More
