Dell Technologies
The Art of innovation
Dell Technologies is committed to celebrating people who innovate. We find innovation in diverse places and our technologies enable people to explore, dream and spark new ideas. By elevating the creativity of under-represented artists through their innovative works, we continue to drive human progress.
Agency: Dell Technologies| Role: Sr. Art Director
Production: Dell Blue & Outernet London
What started out as a diversity, equity, and inclusion initiative evolved to include innovation as a driving factor. The brief was rather open-ended and the original expectation for a social campaign with the potential for a local activation.
Instead, we pitched and created an immersive art installation that would act as a platform for underrepresented and diverse artists to showcase their innovative ways of creating. The installation itself included 3 facades of LED display for visitors to walk through with additional displays on the exterior. The chosen artists would display a variety of disciplines, like avant-garde prosthetics, generative AI illustration and animation, and AI-enabled projection mapping.
The installation would go on to be featured at Dell Technologies World 2024 in Las Vegas, NV and the experience would be shown on the world’s largest LED screen deployment at the Outernet London venue in London, UK.
My role in the project was concept ideation, art direction & design, and creative oversight throughout the production experience.
Something I love about going into the production stage of a project is the collaboration between different people and, with this project, there were many teams involved across our internal organization and our vendor partners.
As a creative that works primarily on campaigns or brand development, this was a great opportunity to gain experience with artwork curation, event booth/installation building, working with physical materials, and editing videos on an unconventional display layout.
To uphold the DE&I element of the project, we installed digital posters on the exterior of the installation to constantly cycle between the different artists. Each poster highlighted the artists’ mediums, a concise bio about their work, and included a QR code for onlookers to learn more online.
