As Dell’s North America Mobile Agency of Record, the role was not simply to deliver assets, but to define how the brand showed up within mobile environments as behaviour shifted decisively to handheld screens. The challenge was to treat mobile as a creative first space rather than a reduced version of other channels.
Working with the US Candyspace team, we led the creative direction of mobile experiences across Dell’s portfolio, partnering closely with global agency partners Y&R and VML. The focus was on pushing mobile creativity beyond standard formats, using interaction, motion, and responsiveness to reflect the brand’s commitment to performance and innovation.
For campaigns including Alienware, we developed rich media units that dynamically pulled in live social content, allowing mobile placements to feel current, connected, and culturally aware. Alongside this, we led the creation of video content designed to work responsively across social platforms, ensuring a consistent experience regardless of screen size or context.
The work positioned mobile not as a support channel, but as a lead storytelling environment, capable of carrying both brand expression and campaign ambition. By designing mobile experiences around behaviour, speed, and attention, the partnership helped Dell evolve how it communicated with audiences in a mobile first world.
