There's no better time to innovate than now. Or now. Or even right now. Life-changing technology isn't waiting for the future; it’s happening right at this very moment.
For this concpet, we show what Dell Technologies is doing now by using the 'O' in NOW as a window to the present.
Credits:
Associate Creative Director/AD: Santa Hernandez Garcia
Copy Writers: Christin Workman & Cate Salony
Creative Director: Paige Gregory
Design Director: Megan Stohr
Consulting ACD: Angele Davison
Asset Building AD: Michelle Celedon
Account Manager: Sandra Reyes
Executive Creative Director: Joel Davis & Seth Perisho
Senior Producer: Megan Murray
Producer: Andreea Radulescu
CG/Production Partner: Framestore
You know those moments of pure, untethered productivity? Where the world around you seemingly disappears and you’re completely focused on the task at hand? That’s The Zone. And when you’re in The Zone with Dell Precision Mobile Workstations, your potential is limitless.
Associate Creative Director/AD: Santa Hernandez Garcia
Senior Copy Writer: Annie Staton
Creative Director: Lula McKenna & Dominick Walker
Executive Creative Director: Joel Davis
Senior Producer: Marshall Lewis
CG/Production Partner: Mirada
There are so many places a job can take you. The highest peak in North America, the lowest point in the Grand Canyon, an oil rig off the coast of the Atlantic. Places that ordinary technology just won’t cut it. Lucky for you, nowhere and no job is off limits for your rugged laptop.
This concept was selected and video was awarded to renowned director Henrik Hansen from RSA Films. However, the project had to pivot to a CGI concept due to COVID-19 resctrictions.
Imagery in all assets is FPO.
Associate Creative Director/Lead Art Director: Santa Hernandez Garcia
Senior Copywriter: Annie Staton
Art Directors: Ashlyn Cramblit & Luis Baca
Creative Director: Shane McGuire
Executive Creative Director: Joel Davis
Here’s to the individual. From your coffee order to your musical tastes, you’re not quite like anyone else. So why should your PC be any different? Introducing Dell Optimizer- a built-in, AI-based optimization software that learns and responds to the way you work.
Associate Creative Director: Santa Hernandez-Garcia
Art Director: Jordan Robles
Senior Copy Writer: Doug Irving
Creative Director: Shane McGuire
Executive Creative Director: Joel Davis
Senior Producer: Jamie Lovell
CG Partner: Laundry
While some things may look different than they used to, they haven't truly changed. They've simply been redefined. Coffee breaks, daily commute, 9 to 5 and coworkers take a whole new meaning when we are working from home. This is work redefined.
Executive Director: Joel Davis
Associate Director: Shane McGuire
Senior Art Director: Santa Hernandez
Senior Copy Writer: Annie Markovich
Project Manager: Alma Dodson
Producer: Matthew Kuhles
Senior Editor: Jason Uson
Typography: Imaginary Forces
Dell Optimizer is Dell Technologies’ new built-in AI software that is now featured across the Dell commercial portfolio. It learns from its user and adapts to create the most seamless PC experience. By learning how its user works, it eliminates lag and frustrations.
Project Manager: Paulette Woodfin
Senior Art Director: Santa Hernandez-Garcia
Art Director: Jordan Robles
Senior Copy Writer: Emily Grube
Copy Writer: Margaret Ann Boeker
Associate Creative Director: Shane McGuire
Executive Creative Director: Joel Davis
Senior Producer: Matthew Kuhles
CG Partner: The Mill
Silver ADDY Award 2021
Videographer Gold Award (Award of Distinction)
When you look around the room, you see so many things that you don’t even realize were designed by someone with extreme care and precision. The monitors, the windows, the stationary bicycle, the buildings around you. It’s basically guaranteed that the first drafts, phases and ideas of these things were done on computers, and some even done on Precisions. For the creators dreaming up the next big innovation, it all starts with Precision.
Sr. Art Director: Santa Hernandez Garcia
Sr. Copywriter: Annie Staton
CD: Kendall Pippin
ECD: Joel Davis
CGI Partner: Fellow
A photoshoot was created to showcase the new visual direction for Dell’s commercial sector. Photos included Dell’s new commercial products, work styles, and knolling style photography of products and accessories. The best images were featured on a printed lookbook with information about Dell’s products.
Photoshoot
Brand Director: David Eiben
Creative Director: Joel Davis
Assistant Creative Director: Shane McGuire
Art Direction: Santa Hernandez & Margaret Soltis
Photographers: Mathieu Young, Chris Profera, Bryan Kuntz
Production: Plaid Pony Production, Suzanne Baldwin
Lookbook
Brand Director: David Eiben
Creative Director: Joel Davis
Assistant Creative Director: Shane McGuire
Graphic Design/Art Direction: Santa Hernandez
Graphic Design: Shelby Pickett
Writer: Stuart Freeman
Yes, the word rugged means “durable,” “well built” and “strong,” but that doesn’t quite define the Latitude 7220 Rugged Extreme. This machine has the capability to work in nearly any condition, anywhere on the planet, places that would render ordinary tablets useless. However, Rugged doesn't just survive in these dangerous environments. It thrives.
Executive Creative Director: Joel Davis
Associate Creative Director: Kendall Pippin
Senior Art Director: Santa Hernandez-Garcia
Junior Art Director: Stephanie Romero
Senior Copywriter: Veronica Bradley
Senior Producer: Matt Kuhles
Photographer: Christopher Profera
Project Manager: Ryan Malone
Editor/GIF Animator: Hannah Radcliff
Production: Heist
The Ask: Our team was challenged to create a new visual identity for Dell’s commercial business. Our objective was to take the existing look which had been described as stark white and contrived, to a more authentic place that felt un-staged and inspired by the many ways people work. We had to consider that our visual direction would need to exist in harmony under our parent companies brand, Dell Technologies, while also complementing our sister brand, Dell EMC.
Because Dell’s innovation is inspired by real people, we wanted to capture the way they work through imagery and elements that put them in the spotlight. Not only were we able to capture the essence of our real solutions for real workers, but we launched the work with a new confident tone, that embodies what we deliver to our commercial customers.
My role: I created the visual direction along with Copywriter Stuart Freeman. It was then evolved and implemented by myself and Margaret Soltis (AD).
This look eventually evolved into the current Dell Technologies look. During this process, I worked closely with the Brand team and helped out in it’s evolution.
Brand Director: David Eiben
Creative Director: Seth Perisho & Joel Davis
Assistant Creative Director: Shane McGuire
Graphic Design/Art Direction: Santa Hernandez & Margaret Soltis
Writer: Stuart Freeman
Photographers: Mathieu Young, Chris Profera, Bryan Kuntz
Production: Plaid Pony Production, Suzanne Baldwin
Executive Creative Director: Joel Davis
Creative Director: Kendall Pippin
Senior Art Director: Santa Hernandez
Senior Copy Writer: Annie Markovich
Project Manager: Jane Schumann
Producer: Marshall Lewis
CGI Partner: MPC
Music: Shindig Music + Sound
As workplaces have evolved, so have the workforces that use them. Several distinct worker personas have emerged, each with its own demands for specific hardware, software and services. We think it’s time your customers knew more about them.
Brand Director: David Eiben
Creative Director: Seth Perisho & Joel Davis
Associate Creative Director: Shane McGuire
Graphic Design/Art Direction: Santa Hernandez & Margaret Soltis
Writers: Stuart Freeman, Emily Grube, Margaret Ann Thurmond, Ian Lindsey.
Producer: Melia Milanti
Production: Lucky 21
The Consumer Electronics Show is where the entire tech industry sets the tone for the year. It’s also the perfect opportunity for the Dell brand to show how it’s leading the way with innovation and new products. From videos about new products to a microsite celebrating our honorees to experiential ideas in the actual space, we create materials that create excitement around the event.
CES 2021
Sr. Art Director: Santa Hernandez Garcia
Sr. Copy Writer: Annie Staton
Creative Director: Shane McGuire
Executive Creative Director: Joel Davis
CES 2017
Graphic Designer/Art Direction: Santa Hernandez Garcia
Copy Writer: Stuart Freeman & Lacey Rouse
Associate Creative Director: Paige Gregory
Brand Director: David Eiben
Creative Director: Seth Perisho
The XPS 13 2-in-1 is among Dell’s most versatile and beautifully-designed products. The campaign focused on the InfinityEdge display, and its ability to make every image feel like an immersive experience.
The work included print, social media, retail, broadcast, and out-of-home.
Video
Brand Director: David Eiben
Creative Director: Seth Perisho
Associate Creative Director: Paige Gregory
Graphic Designer/Art Direction: Santa Hernandez
Print | OOH
Brand Director: David Eiben
Creative Director: Seth Perisho
Associate Creative Director: Paige Gregory
Graphic Designers: Santa Hernandez, Victoria Boreing, Lily Kowalski
Photography Angles
Brand Director: David Eiben
Creative Director: Seth Perisho
Associate Creative Director: Paige Gregory
Graphic Designer/Art Direction: Santa Hernandez
AWARDS
HOW Merit Award 2015 | HOW
District Silver ADDY Award 2015 | AAF
RGV Gold ADDY Award 2015 | AAF
The UTPA Office of Marketing and Communications recently relocated; it wanted to have a presence in the building and showcase who it is with wall decals on the hallway and throughout the office. The project was composed of four panels on the main hallway, a wall located in an area dedicated to brainstorm and a separation wall in the graphic design area. The first three panels show the name of the offices housed in the building, the fourth panel has inspirational phrases about creativity, advertising and public relations. Each of these walls were strategically designed to represent its respective area.
Graphic Designer/Art Direction: Santa Hernandez Garcia
Creative Director: Dr. Kimberly Selber
The bus wrap was created to promote the UTRGV College of Fine Arts. It carries the UTRGV campaign, We Will and serves as an inspiration of what artist will do in the RGV. It highlights each of the areas that relates to the College of Fine Arts.
AWARDS
Silver ADDY Award 2015 | AAF
Bronze Summit Creative Award | Summit Int Awards
The Office for Student Involvement’s (OSI) main focus is to enhance students’ experiences and develop talents with programs that allow them to Be Involved with campus activities and organizations. The purpose of the Be Involved campaign is to showcase the different programs UTPA OSI has to offer. I created pieces that include: identity word marks, poster, rack cards, e-blast, digital media, t-shirt and window decals. Typography, color and graphic elements were used to unify all of the pieces for this campaign.
The UTRGV Legislative Priorities booklet was created for the 84th Legislative Session held in Austin, TX. It presents an overview of The University of Texas Rio Grande Valley, its priorities to fund the Medical School and the expansion of the university across the Rio Grande Valley. It also shows information of the demographics and psychographics of people in South Texas.
AWARDS
Silver ADDY Award 2015 | AAF
This is the first piece created for The University of Texas Rio Grande Valley , the first major public university of the 21st century in Texas.
Thank you cards were sent to donors of The University of Texas Rio Grande Valley, the animated GIF was created to send in digitally.
AWARDS
Gold ADDY Award 2015 | AAF
ADDY Best of Show (Print) 2015 | AAF
The UTPA Fundraising Brochures showcase each of the colleges in the university, its programs, degrees, highlights and funding priorities.
Developed branding and collateral materials for the Critical Issues Leadership Conference "Exploring the Future: Leading Change." Where Superintendants and school leaders were exposed to the latest trends in education.
AWARDS
Silver Summit Creative Award 2015 | Summit International
The bus wrap is only one piece of the #WEPLAYFORYOU Campaign effort for the University of Texas-Pan American Athletics department. I art directed the photoshoots with the ladies and men’s basketball team and designed the wrap for the bus.
Within the Precision 7000 lies a level of power that goes beyond the latest processor or graphics card. It’s a power that turns ideas into masterpieces, data sets into lifesaving solutions and reality into whatever you want it to be. Because true power, is the power to change the world.
ACD/Lead Art Director: Santa Hernandez Garcia
Copy Writer: Zach Stevens
Art Director: Ashley Stluka
Creative Director: Shane McGuire
Executive Creative Director: Joel Davis
Producer: Marshall Lewis
Partners: Great Guns USA & Vision
Director: Melody Maker