Tell us about your role in the creation of this work.
I oversaw the creative work at every step throughout the campaign, helping the team define the message, look, and tone of the execution. I also helped sell the work to the internal audiences within the Dell/Alienware organization.
Give us an overview of the campaign, what is it about?
We need look no further for what this campaign is about than its title: “Everything Counts.” The gaming audience is incredibly knowledgeable and passionate about this technology. What might seem to some to be a minor improvement in performance can literally be the difference between victory and defeat in their world. When Alienware developed an entire ecosystem of gaming technology dedicated to working seamlessly together and increasing that performance, we knew that would make a huge difference with this audience.
Tell us about the details creative brief, what did it ask?
The brief asked for a campaign that made the advantages of the Alienware ecosystem real to the gaming audience.
What insight led to the creation of this piece of work?
There’s no such thing as a small difference in performance in the gaming world. Everything counts.
What was the greatest challenge that you and your team faced bringing this work to life?
Tony Kaye has a radically different working style than most commercial directors. It took some time and preparation with the Dell/Alienware team to prepare to cede some control to him to let his process play out. To the credit of all involved, everyone was willing to take the chance and get out of their comfort zones, and Tony delivered the visceral quality we were looking for beautifully.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
The entire team enjoyed trying a different creative process, and seeing it yield new and exciting results. Working with a visionary like Tony was a learning experience for all involved.
Where do you see this campaign going in the future?
There’s a bold, confident tone to the message and visuals of the “Everything Counts” campaign that everyone on the team is excited about, and we expect to see again in future executions.