Dell Blue goes into Dell Optimizer’s built-in AI

(Courtesy Dell Blue)

Dell Blue, the internal creative agency for Dell, has debuted the launch campaign for Dell Optimizer, Dell Technology’s AI-based software for workstations and laptops. Celebrating the intelligence of Dell Optimizer’s built-in AI, the campaign showcases its adaptability for enhanced workstation performance and end-user productivity — from learning your most-used apps so they launch faster to extending battery life when you need it most.

Dell Optimizer is now available across the Dell portfolio of commercial workstations and laptops.

Dell Blue produced two mesmerizing VFX-driven spots as the nucleus of the integrated campaign, which includes social media, print and online executions. Both set to a dreamy cover of The Velvet Underground’s “I’ll Be Your Mirror,” the spots unfold with a brilliant interplay between the human brain and the Optimizer’s “brain,” as the organic synapses of a Dell user slowly converge with the digital synapses of the AI.

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Returning to the live-action world, the concluding message is that Dell PCs with built-in AI learn from you, no matter where you work. In addition to strategy and creative, Dell Blue helmed the live-action shoot for the spot and enlisted VFX powerhouse The Mill for the CG elements. Watch the spot below:

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“We wanted to depict this ‘mirroring of learning’ that occurs between the end-user and the machine to illustrate the level of automated, customized performance you get with the Optimizer software – and bring it all to life in a beautiful way,” says Dell Blue Executive Creative Director Joel Davis. “Of course, we started with a compelling brief that clearly and single-mindedly identified the problem Dell Optimizer is solving for our target, which led to an incredibly simple creative solution that seamlessly evolved every step of the way.”  

In addition to strategy and creative, Dell Blue helmed the live-action shoot for the spot and enlisted VFX powerhouse The Mill for the CG elements. 

“This was one of the projects you dream about as a creative, where everything falls into place so effortlessly,” concludes Davis. “Fortunately, we were able to complete the shoot before production shutdowns went into effect. And in light of our new reality, showcasing Dell Optimizer’s benefits for remote workers turned out to be timely. All in all, it was a collaborative experience across the board. The Mill were the epitome of great creative partners who executed the concept stunningly. The project also reminded me what a privilege it is to work at an agency where creativity and teamwork truly thrive.”


AGENCY: Dell Blue

  • Executive Creative Director: Joel Davis
  • Associate Creative Director: Shane McGuire
  • Senior Art Director: Santa Hernandez
  • Senior Writer: Emily Grube (“Synapse/Engineer”)
  • Writer: Margaret Thurmond (“Synapse/CEO”)
  • Art Director: Jordan Esteban
  • Sr. Director Digital Strategy and Shared Services: Heather Coleman
  • Head of Production: Brent Holt
  • Senior Producer: Matthew Kuhles
  • Project Manager: Paulette Woodfin
  • Dell Stakeholders: Michelle Gillespie & Priscillia Boo


  • Director: Andrew Proctor
  • Executive Producer: Pete King, Will Unterreiner 
  • Senior Producer: Katherine Maidment
  • Producer: Nathan Haener 
  • Production Coordinator: Matthew Fulton
  • Director of Photography: Eric Koretz 
  • 1st AD: Shawn Davis 
  • Shoot Supervisor: Tim Devlin 
  • Production Support: Goutham H, Utkarsha Shinde 

EDIT: The Mill 

  • Editor: Jack Pyland 
  • Edit Assist: Ryan Burbank 

VFX: The Mill

  • Creative Director: Andrew Proctor 
  • Art Director: Sasha Vinogradova 
  • Shoot Supervisor: Tim Devlin 
  • CG Supervisor: Michael Comly, Goutham H 
  • 2D Lead Artist: Daniel Thuresson 
  • 3D Lead Artists: Michael Comly 
  • 2D Artists: Kevin Jones, Lisa Kim 
  • 3D Artists: Graeme Turnbull, Gustavo Gonzalez, Lalit Salunke, Mahesh MS 
  • Asset Team: Kiran Prabhu, Nishant Kumar, Vijay Mohan, Dinesh Kanakaraj 
  • Rigging: Pradeep Katta Tracking: Sathyaraj A Lighting: Asit Midya, Nayan Bora 
  • Finish Artist: Chris Knight 
  • Matte Painting: Jiyoung Lee 
  • Lead Animator: Tim Devlin 
  • Animation: Ned Piyadarakorn, Joakim Ekstrom
  • Design: Sasha Vinogradova, Susy Lopez, Dom Han 
  • Asset Supervisor: Anish Mohan 
  • Art Department: Kevin Diaz 

COLOR: The Mill 

  • Colorist: Matt Osborne 
  • Executive Producer: Dee Allen 
  • Producer: Blake Rice

MUSIC: “I’ll Be Your Mirror” by Velvet Underground, covered by Emma Elisabeth Dittrich

SOURCE: Dell Blue