Dell: The Beauty of XPS
A product-led film celebrating the elegance, precision, and technology of the laptop’s design.
Built in Cinema 4D and Houdini, the spot transforms the laptops into performers within a tightly choreographed visual dance. Drawing inspiration from 1960s Fosse-style staging and synchronized swimming, each movement was carefully composed to feel balletic, interconnected, and precise - turning product features into moments of rhythm, reveal, and refined performance.
Creative Role: Art Director
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Studio: ARC Creative
Agency: VML
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Creative Director: Magdalena Luna
Managing Director: Angela Lupo
Senior Producer: Giselle Bailey
Art Director: Dennis Moore
3D Artist: Tom Hearne, Austin Marola, Eloi Forest, Brendon Echsner, Steve Eisenmann , David Rowley, Chinnaiya Muthan, Dhruba Sinha, Dakoju Shashi Kumar, Mohit Swaroop Hembram
Designers: Matthew Butler, Miguel Delcan, Santi Zoraidez,Susan McCormick