Dell Technologies "#APEX | Breaking Barriers"

When technology works and works well, familiar barriers to anyone in creative--"That’s impossible", "It’ll take too long", and many more--explode in colorful bursts in the latest Dell Technologies spot out of agency VMLY&R New York and produced by Rattling Stick US. The spot was helmed by award-winning director Daniel Kleinman. 

In "#APEX | Breaking Barriers", a young woman steps into frame and obliterates harmful reductive thoughts with two clicks in the uplifting ad, showcasing the tools that stop at nothing in Dell Technologies’ new technology-as-a-service.  

Kleinman has snagged top awards for his advertising work at Cannes Lions, D&AD, the New York One Show, British Arrows, Clio, Creative Circle, Midsummer Awards and many others. The Gunn Report acknowledged him as the Most Awarded Director in the world, and he has received the President’s Award from Creative Circle and the Chairman’s Award at the British Arrows. Dedicated clients include Lexus, Crunchy Nuts, Guinness, Greenpeace, Budget Direct, Santander and Pepsi.

Credits:

Client: Dell Technologies

Agency: VMLY&R New York

Production Company: Rattling Stick US

Director: Daniel Kleinman

Editorial Company: Nomad

Song: APEX “Come Alive”