We were tasked with the creation of Alienware’s 2021 brand campaign — it needed to grow unaided awareness among a broad target audience.

At the time, they were known as Core Gamers, meaning gaming is a part of their lifestyle but not the only interest. Insights showed that Core Gamers were primarily male, with the female participation growing fast. They cared about style and used modern devices to make a statement, connect/socialize with others, and discover new worlds.

With insights, our confident tone, and premium aesthetics in mind, we came up with the brand positioning that Alienware is perfectly designed for gaming.

A New Experience

This was an interesting project to work on… we got final approval to start production right when COVID-19 hit and the world shut down.

Determined to keep our work alive and our jobs secure, we geared up for what turned into an epic learning experience.

All of the work we did for this campaign was created in CGI, making this the first campaign at Dell to feature CG talent. It was pretty challenging, working in this new territory, but I’m proud of where we ended up!