Problem: To celebrate their sponsorship of the Match Play Golf Championships, and to engage with the newest generation of computer users (millenials and company), Dell approached Y&R with an open-ended question that needed an solution - How do we merge our brand, golf and technology seamlessly?
Solution: From napkin concepts, to design, to creation, we made the Dell Play Through app – turning golf into a social gaming platform. Swing your phone like a golf club, get real time data, partnered with FourSquare to pull in dynamic location data, and play golf through the streets of downtown Austin, Texas.
We chose to launch at SXSW 2016, preceeding Dell's inaugural Match Play event, also in Austin.
The creation of the game also called for three pieces of film - concepting, storyboarding, interviews, art, edits, music searches, and everything else in between. Our talent search yielded us golf celebrity Matt Ginella, and our first video shoot let us shut down the main thoroughfare in Austin to hit rounds of golf balls from the middle of Congress Avenue towards the Capitol building. (Not gonna lie, that was pretty fantastic... and the police and the city were gracious hosts and accomodating to our 30 person crew).
Teams: Y&R, MediaMonks, MediaMonks Film
Role: Creative Director (Art/Visual)
Results: 3 videos (promotional teaser, behind the scenes doc, and case study), branding, mobile phone app.