Dell - PowerEdge Next

Project Overview:

Dell Technologies was preparing to roll out its next generation of PowerEdge servers—a major leap in performance, scalability, and infrastructure design. To support the launch, they needed a massive video campaign: 20 individual spots that would introduce and tease each server in the new lineup, primarily targeting engineers and technical decision-makers.

Objective:

Develop a cohesive campaign of 20 polished videos that clearly showcased the highlights of each server model, translating highly technical features into compelling and understandable visuals—without oversimplifying or losing credibility with a technical audience.

Challenges:

Understanding the Engineering World – This wasn’t plug-and-play creative. I had to work closely with Dell engineers to deeply understand what mattered in each product—then figure out how to express that visually.
Maintaining Consistency Across 20 Deliverables – Each video needed its own identity, but the full campaign had to feel unified and professionally seamless.
Balancing Beauty and Utility – The videos had to look polished and exciting while staying grounded in real, tangible product functionality.

Design Process:

Over the course of eight months, I led both creative and art direction for the campaign, guiding the overall visual language and execution strategy. Working alongside two other artists, we developed a clean, high-tech aesthetic with consistent lighting, motion language, and framing to make each server feel like part of a bigger ecosystem. A big part of the process was interviewing and syncing with Dell’s internal teams to make sure our visuals accurately reflected real technical advantages, not just surface-level polish.

Outcome:

The campaign launched across Dell’s marketing platforms and was used as a key part of the sales funnel for PowerEdge. It helped position Dell’s new lineup as next-gen, high-performance infrastructure for the engineers and IT pros who rely on it most.

Key Achievements:

Led an eight-month campaign of 20 high-end product videos tailored to a technical audience.
Translated complex server engineering into clear, visually engaging content.
Directed a small team while maintaining tight visual and messaging consistency.
Helped Dell create an effective, modular campaign that worked across marketing and sales.