Instant Connection

As Art Director, I led the creative concept, visual direction, and production for Instant Connection, Dell’s FY26 Convert Showcase campaign, a global social first initiative uniting PCs and accessories under one cohesive ecosystem story. Partnering with my copywriter, we developed a “Show, Don’t Tell” approach that personified the technology itself. Each film imagines the PC chatting with its accessories, a visual conversation expressed through animated chat bubbles that reveal what each device brings to the table. Supers reinforce the product names and benefits, while minimal voiceover ties the story together to show, rather than explain, how Dell’s AI enabled accessories work in perfect sync.

Each of the three quarterly campaigns centered on a unique persona aligned to the Dell Pro, Pro Plus, and Pro Premium ecosystems, from approachable productivity setups to high end AI driven workstations. I oversaw production from storyboard through final edit, collaborating with our in house production team and a hired director to create a suite of OLVs and social assets for TikTok and Instagram. The work modernized Dell’s commercial storytelling, showing how performance and personality connect across the Dell ecosystem.

CD: Allison Hembd + Jim Terry • Copywriter: Melissa Stuart