Creative covers
After a makeover project aspects specific to each PC are emphasized instead of more general ideas. Here the rotating webcam is the focus of an already graphic view of this notebook.
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The resilience of Dell's laptop computers
is emphasized by the checklist of tests passed, the awkward angle as if falling and the coffee mug splashing out.
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The product itself is used to emphasize flexibility and mobility without outside props.
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Durability and mobility were emphasized in this dramatic studio shot by placing the laptop on a road at night.
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Emphasizing the power of this PC a view from below was chosen.
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This ad for two entertainment PCs in magazines such as
'Wired' and 'PC Magazine' emphasizes the tech-reader's
love of machinery and specs.
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With two laptops appearing together in this gaming ad I had
them facing off as if they were fighting against each other.
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These gaming PCs have the ability to be configured and upgraded
to the extreme. A close up of the inside of one of the machines visually
pays off the headline.
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This very expensive gaming PC had the ability to be tinkered with internally ("overclocked") without breaking the warranty. It also has a water and ceramic
cooling system to prevent the system crashing during the intensitiy of a game.
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Dell were not sure how we would get so many products into this one
spread and still make it look attractive. A large picture was used to
create a story that engages the reader before going into the array
of products below.
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Like the last spread, there were so many products to fit on this
spread. Since the two items needing the most emphasis were
small and highly mobile I gave the spread a distinctly urban
feel by placing them on the roof of a taxi with city lights
in the background.
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With so many cameras to fit on this spread I decided to
focus in on the camera which appears here at actual size.
To read more about this project click 'sketches'
in the navigation bar to the left.
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The brief for this spread had several electronics accessories of widely
differing sizes all appearing together. Dell weren't sure how we would solve
the problem of making them sit together harmoniously. The concept
that solved
the problem placed the largest items, two televisions, on the bottom layer
of three layers of green glass while the smallest items are on the uppermost.
To read more about this project, click 'creative process' in the navigation
bar to the left.
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The inside of a desktop computer was shown for the first time
to illustrate the potential upgrade options that were previously
conveyed by a chart.
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The close cropping of this photo focusing on the parts of a computer
that the user interact with - the mouse, keyboard and monitor
instead of the large box-like chasis.
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Dell needed to find a way to convey their range of laptop computers at their
real size since they have few stores. My solution was to compare them to
a pile of towels stacked on top of each other which provided creative direction
for another art director to flesh out.
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