Dell: Synapse/CEO, Synapse/Engineer

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. 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.

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