Dell uncovers the real magic behind technology

We showed that even the most powerful magic can’t do what Dell Technologies can.


In September 2016, seven industry leading companies merged to form Dell Technologies. To launch this new company, we looked to position Dell Technologies as a leader in digital transformation.

While other brands painted a rosy picture of everything technology can enable, we wanted to acknowledge the real work it takes to make those transformations a reality. Our rallying cry for the campaign—and the platform for the brand—became Let’s Make It Real.

From there, we set out to establish Dell Technologies as a leader in making digital transformation a reality. Creatively, we wanted to show people that even the most powerful magic couldn’t do what Dell Technologies could.

We used TV to give powerful examples of how we’ve “made it real” for our customers. We paired Jeffrey Wright with a visually-stunning projection mapping technique to tell stories of how we’ve applied innovative technology to help some of our most interesting -- and surprising -- customers.

We leveraged social as a way to poke fun at the idea of magic taking on IT, featuring a series of magical creatures who didn’t quite have what it takes to make digital transformation happen.

In the span of 3 months, we had over 300 million media impressions. We also saw a 195% increase in site visits. The work was covered by by dozens of publications including AdAge, Adweek and Campaign.