Brand Activation

Love, Dell

At SXSW ‘24, Dell wanted to “Welcome users to Now” and empower them to create their own future using Dell’s Technologies. They wanted to do this while also highlighting the legacy and commitment of Dell in Austin.

My team achieved this by incorporating Generative A.I. into a photo booth activation, which led to a scavenger hunt across the city to unlock stories about Dell’s past, present, and future. Love, Dell was praised by company officials as the most practical and true-to-brief in the class.

Process

As Creative Director, I started to think about how we could personify the company. As a fellow native Houstonian and Longhorn, I put myself in Michael Dell’s shoes to wonder what he might have from growing up in Houston, living in a freshman dorm and moving to Austin like I did.

The end result was a series of Letters from Michael Dell to the city of Austin. Starting with users creating their best version of Austin using generative A.I., they are soon led on a fun and educational journey around Austin to learn about the company and the city. It was perfect for both tourists who don’t know the city of Austin and want to explore and for current residents who don’t know about Dell’s History.