Dell Blue goes full-on “Rube” with delightful CG spot

Dell Blue the internal creative agency for Dell, launched a new campaign for the all-new UltraSharp monitor by Dell Technologies.

The centerpiece of the campaign is a whimsical CG spot inspired by classic Rube Goldberg machines. Beauty of Productivity takes viewers on a mesmerizing 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.

Dell – Beauty of Productivity

Credits

powered by

Production Company MPC/Los Angeles
Director Rob Hodgson

Unlock full credits and more with a Source + shots membership.

Learn More Or Log In

Credits

powered by

Production Company MPC/Los Angeles
Director Rob Hodgson
Executive Creative Director Joel Davis
HP Brent Holt
Senior Producer Matthew Kuhles
Producer Jaime Lovell
Associate Producer Mase Kerwick
Senior Art Director Jacqueline Byrne

Senior Copywriter Emily Grube
Ad Agency Dell
Creative Director Lourdes McKenna
Executive Producer Karen Anderson
Producer Kayleigh Dugdale
Producer Mireille Antoine
CG Lead Mike Little
VFX Johan Alfort

2D Lead Jake Nelson
VFX Alessandro Granella

Show full credits

Hide full credits

Credits powered by

“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,” says McKenna. "The colors, 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 VFX powerhouse 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 colorfully stylized renderings of the UltraSharp monitor.

The “productivity ball” rolls, bounces, and ricochets with dynamic realism and a touch of playfulness. The team took pains dialing 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,” says McKenna, “and that's a tribute to the artistry and level of detail MPC brings to their craft.”

“We’re proud of what our team was able to achieve collaborating with MPC remotely during lockdown,” concludes 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."