Challenge
Simplifying modern telecom infrastructure
Telecom operators are under pressure to modernize. Cloud-native networks promise agility, flexibility, and lower costs——but making the leap isn’t simple. For many Communications Service Providers (CSPs), the path to 5G, RAN, and edge workloads is blocked by overwhelming complexity.
Dell Technologies created Infrastructure Blocks to solve this problem. The product was strong: pre-integrated, modular solutions that simplify deployment and lifecycle management. But there was a communications gap. How do you take something highly technical and abstract, and make it click instantly for decision-makers——many of whom aren’t engineers?
I worked as part of an agency creative team to create a promotional campaign that did just that. Together, we defined a creative, repeatable way of making complex telecom infrastructure feel accessible, memorable——even intuitive.
Solution
Accessible messaging backed by engaging visuals
The first step was to create a visual concept that would help our audience immediately grasp the concept behind Infrastructure Blocks. We gravitated towards visual metaphors that could depict the modularity and plug-and-play features of the solution. We played around with a bunch of ideas ranging from Tetris, to electrical circuits, LEGO, vending machines, and more.
As is so often the case, the client liked elements of more than one of our ideas——so we combined them. For the video, we chose LEGO-style building blocks as our core visual motif. The immediacy and familiarity of the imagery was impossible to ignore, but we wanted to go beyond simply showing them being stacked on top of each other.
Our stakeholder loved the idea of representing telecommunications infrastructure as an electrical circuit, with the blocks acting as components necessary for its completion. We did too, and after a quick storyboarding session, it was off to the motion graphics team to start bringing the video to life.
I wrote a high-level video script that opens with the CSP challenge, bridges to how Infrastructure Blocks remove complexity, and closes with tangible benefits and a direct call to action. No jargon dump——just a clear arc. For social, I wrote short, scannable lines that played well with some of our more light-hearted, scroll-stopping visual concepts (the vending machine visual became a standout).
Results
Creative that carried forward
Our campaign exceeded client expectations, not only providing a suite of eye-catching and accessible creative assets, but also defining how Dell Technologies positions Infrastructure Blocks to this day.
Standout visuals
Delivered a complete suite of engaging, scroll-stopping promotional assets.
Intuitive storytelling
Made complex subject matter accessible to technical and non-technical audiences.
Lasting impact
Shaped how Dell Technologies positions Infrastructure Blocks far beyond the scope of our initial engagement.