Experience Design 2023
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 pseudo-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. I was lucky to go to the same Highschool as Michael Dell and now in college. live very near the building he lived in while a student at UT. I started to think “What did he think of our area in Houston?” “What did he think about his old dorm?” “What stories would he tell if we walked campus together one day?”
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.