Intelligently Tough

CONCEPT STRATEGY  |  VISUAL DIRECTION  |  VIDEO  |  PHOTOGRAPHY

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The first “rugged” classified tablet release by Dell is the Latitude 12” Rugged Extreme. With a durable, built-to-last chassis that has undergone extensive military-grade (MIL-STD 810G) testing, an anti-glare secreen, dual swapable batteries, a multitude of docking options and optimized mobile connectivity at twice the speed, this laptop allows the user to complete even the toughest job.

I was responsible for leading the team in creating the campaign for its initial launch, from the first concepting phase to running a simultaneous photo and video shoot on top of Alaska’s Matanuska Glacier. Our goal was to showcase the sun-up to sun-down versatility of the product, whether it be working in the heat of the steel shop or the harsh outdoor conditions.

Design Director: Tommy Lynn
Creative Director: Noel Barnes
Assoc. Creative Director: Joshua Kramer
Art Direction: Paige Gregory
Copy: Peter Hofstad
Executive Producer: Christie Tomich
Producer: Camille Chambers

Director: Matt Chauncey
Producer: Matt Kuhles
Photography:
Adran Matte


Done while employed at Dell, Inc.

Fire & Ice

Photography

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