Smashing prices with Dell UK
Commissioned by the powerhouse Somethin’ Else on behalf of Media Com. Covert were tasked with the challenge to compose, edit and animate a suite of social assets for Dell UK’s Black Friday sales.
The famous, or infamous sale (Dependant on your own personal experiences) sweeps nations each year with some of the best discounts known to man. The past few years have seen the UK really get into the swing of the US-originating sale.
Naturally, companies like Dell have some amazing offers in this period, but need to cut through the noise of their competitors to stand out and gain the attention of the eager, deal hungry shoppers.
In order to ensure this campaign was effective, Covert saw it fit that the social media marketing assets were comprised of two distinctive approaches.
The first was a tongue-in-cheek look at overtly engaging news anchors, paying homage to the sale’s US roots.
Whilst the second was series of 3D animated pieces that highlighted the beauty and form of several Dell laptops. This ensured that whilst keeping a light, fun and engaging tone, the Dell USP’s were delivered fully and effectively.
This brief demanded a wide skillset: chroma-keying, 2d compositing, 3d modelling, animation, edit grade, and more. A great challenge on a tight turnaround!
Centring the edits around greenscreen plates, a news anchor studio was designed & composited in. A 3d ident was then introduced to establish the theme, and supporting animations gave context whilst promoting products with clear call to actions.