08.06.2017  •  Advertising NEWS


'Dell Elves' - the animated commercial from TAYLOR JAMES for Dell Technologies and Y&R


Dell Elves Commercial - Final Look Development by TAYLOR JAMES

Final Look : Taylor James

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TAYLOR JAMES presents on GoSee their latest commercial for DELL, for which there were one or two challenges which they share with you here: “How can you digitally transform your business? It doesn’t take magic, it takes the world’s most trusted enterprise technology company, Dell Technologies. In partnership with Dell and their creative agency, Y&R, we created the “Elves” spot to show what can happen when businesses go with the alternative digital solutions. Watch the full spot above and take a look how it all came together below. Our concept artists created a wide array of characters, many of whom resemble different personalities that could be found in a typical office...

The overarching mood of the brief: HAVE FUN! The characters where disorganized, uncoordinated, nonchalant and liberal with their magic dust. We wanted each elf to have its own unique personality. From cartwheels to rolls, and elves sliding down poles, each elf is designed to have whimsy and charm without overshadowing the narrative.

One of the biggest challenges was the glitter. The elves are much smaller characters and therefore the glitter they throw has a different dynamic property than normal, human glitter. Ensuring their actions felt plausible while making the glitter noticeable was especially tricky. We created a vast array of customizable and reactionary glitter particle simulations. From the sneezing lady to the shelve falling, all required a keen eye for dynamics and particle movement.”