black-ish star Yara Shahidi uses Dell to expand her universe-ish

(Yara Shahidi in new Dell campaign)

Dell XPS has teamed up with creative entrepreneur, actor, and change agent Yara Shahidi to inspire Gen-Z’s diverse young creators and changemakers.

Labeled as one of the stand-out voices of her generation, Yara Shahidi is an award-winning actress and breakout star of the hit ABC show black-ish, an executive producer of its Freeform spinoff series grown-ish and continues to be one of Hollywood’s most heralded talents on and off-screen. She brings her passions for technology as well as her advocacy for underrepresented communities and broad influence on the Gen Z audience to Dell XPS. 

Yara’s passion for uplifting voices of her generation, coupled with her love for all things technology, deeply aligns with the campaign ethos: that with the power of the Dell XPS, you can “Expand your Youniverse” and become everything you want to be.

The new creative campaign, created by our friends at VMLY&R, pairs Yara alongside Quannah Chasinghorse and rap duo Aint Afraid to further illustrate her various passions. And by amplifying leading Gen-Z voices, the campaign looks to inspire the next generation of changemakers through the use of technology. Watch below:

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There’s also outdoor:

“Technology is the preeminent tool for connection, and for emerging generations, it’s also the central tool for making your mark on the world. We’re thrilled to have worked with Yara Shahidi for this Dell XPS campaign that captures the vibrance, creativity and power of young creators and technology coming together,” noted Wayne Best, Chief Creative Officer, VMLY&R New York

Gen Z is a generation that has seen the forces of globalization, automation and shifting work norms as an opportunity to embrace their side interests as career opportunities, according to a study conducted by professional services network Ernst & Young. ​

A third of “side hustlers” — people who run their own businesses on the side of a breadwinning job — globally fall into the Gen Z demographic. Not only that, but Covid-19 also appears to have unleashed a wave of entrepreneurialism. A 2020 survey by Girls With Impact found that 53% of Gen Z men and women expect to be running their own companies — up from 46% in 2019. 

More digital connected than any preceding generation, technology has empowered Gen Z and Millennials to feel technologically savvy, self-sufficient and independent. Dell XPS and Shahidi will work closely to continue engaging young, diverse creatives to deliver on the ethos of tech as the great equalizer. 

The campaign launches today across connected television, social and out of home.