Dell PowerEdge
An abstract launch teaser for Dell's new PowerEdge servers, frozen technology shattering and reforming into the hardware, extended into a campaign concept.
Dell was about to release its new PowerEdge line of servers and wanted a quick teaser. I took it abstract: frozen technology that explodes and then thaws and comes back together, forming all the new hardware inside the servers. It is enterprise gear made to feel like an event.
The teaser is the real work. The concept half extends its CG language into a key-art and social system, proof that even a technical, decision-maker audience responds to a campaign with a point of view.
3D
Ice, fracture, and formation in CG: a way to make enterprise hardware feel like an event.
The work
PowerEdge, the teaser
Dell wanted a quick teaser for the new PowerEdge line. I took it abstract: frozen technology that explodes, then thaws and reassembles into the new hardware inside the servers.
Campaign extension · concept
Built to scale
Where I'd take it: the teaser's CG language carried into a key-art and social system for a technical audience that still wants to feel something. Concept work around the craft.
Key visual + social
