Dell

Creative Direction
To bring Dell’s “The power to do more” brand campaign to life in Times Square, I created a live, audience-driven activation and led the concept through production. We deployed three film crews and a street team to interview pedestrians, capture their responses on camera, and photograph them with their words, then featured those portraits in real time on the iconic NASDAQ board, with an extension on Dell’s Facebook page. Dell backed the idea immediately. They commissioned dry runs in San Francisco and Austin ahead of the New York launch, then expanded the activation globally.