CloudIQ
Art direction for a commercial explaining Dell's CloudIQ platform, turning infrastructure software into visuals both engineers and executives could follow.
Dell’s CloudIQ gives IT teams complete visibility into their infrastructure, real-time diagnostics, capacity planning, issue resolution, all in one platform. Dell needed a commercial that communicated those features clearly to two very different rooms, the technical audience that lives in the product and the executives who sign for it. I art directed and animated the spot, deciding how invisible software concepts would take physical, visual form.
Software has no product shot, so the direction is the product. I gave each core capability its own visual metaphor and built them from a shared geometric and material language, so diagnostics, planning, and resolution read as chapters of one system rather than three disconnected animations. The discipline was restraint, every element on screen had to map to something the platform actually does, which is what keeps the piece honest for the engineers while staying watchable for everyone else.
Commercial frames
Frames from the spot, abstract enough to stay elegant, concrete enough to stay true.
The work
CloudIQ, the commercial
The platform's core features, real-time diagnostics, capacity planning, issue resolution, told as one continuous visual story.