The Mill Helps Dell Visualize Latest Solutions
February 27, 2020

The Mill Helps Dell Visualize Latest Solutions

AUSTIN, TX — Dell Blue ( the internal creative agency for Dell, recently created ad campaigns to support three new product launches. The new OptiPlex 7071 Tower is a premium business desktop designed for maximum VR performance in a sleek, compact design. The OptiPlex 7070 is a new form factor providing a fully modular desktop experience. And the 5300/5400 Dell Latitude 2-in-1 is equipped with Chrome Enterprise OS. Dell Blue partnered with The Mill in LA to produce the CG spots, which will appear on broadcast, online and social media platforms.

“The OptiPlex and Latitude product videos we worked on with The Mill were first of their kind,” says Michelle Gillespie, senior manager, commercial product launch at Dell. “Dell Technologies introduced a new form factor in the OptiPlex line and a new partnership with Google in the Latitude line featuring Chrome OS. Capturing the essence of these new pieces of technology was essential to their introduction into the marketplace. The Mill and Dell Blue did this flawlessly through their CGI executions, bringing the concept boards to life.”

The VR Core spot (shown below) suggests what’s virtually possible with the OptiPlex 7071. The tower bursts open to reveal its intricate, high-tech inner-workings, which hover in 3D space and then come together to represent different shapes, such as a heart and the planet Saturn, before returning to its tower configuration.

The Unexpected PC spot illustrates the OptiPlex 7070’s billing as “the world’s most flexible commercial desktop solution.” The spot outlines the product design and modularity that makes the 7070 well suited for professionals who want to create a custom workspace with one device. 

The Together commercial introduces the new Latitude 5300 — one of the first two-in-one systems with Chromebook Enterprise, which Dell created in partnership with Google. 

According to executive creative director Joel Davis, the VR Core spot was by far the most challenging. “We not only had to present the 7071 as an attractive choice, but also show our target audience the scale of components that make it powerful enough to run immersive VR experiences. Through a combination of visually sophisticated and conceptual animations, we arrived at a solution that shows exactly what the product is and who it's for while bringing it to life within the Dell voice and style of previous campaigns.”

The VR Core spot features music by Spectrum and compower Inzo. The Unexpected PC commercial makes use of the tracks “Stayin’ Busy” by Jumano and “Only If You’re Ready” by Atomic Drum Assembly. And the Together video features “I Came To Move Mountains by composer John Isaac Charles Coggins.