Alienware “Everything Counts”


Priya PR
Wednesday, Oct. 23, 2019


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Dell Blue, the internal creative agency for Dell, recently created a thrilling :60 spot for Alienware, a provider of premium gaming laptops and desktops. Centered around the tagline “Everything Counts,” the spot features a cast of real-life gamers headlined by Yiliang “Peter” Peng a.k.a. Doublelift, a professional League of Legends player who currently plays for esports organization Team Liquid. In addition, it captures the most critical insights from a competitive PC gaming and esports perspective while beautifully communicating the entire Alienware setup (PC, monitor, keyboard, mouse, and headset). The spot is airing on broadcast, online, and social.

Helmed by acclaimed film and commercial director Tony Kaye, “Everything Counts” captures the high-octane experience of gaming through the perspective of pro gamers who rely on Alienware when every click and every second count toward victory. Combining 3D animation and a series of frenetically cut close-ups of each gamer in their element, the spot concludes, "When the difference between winning and losing is measured in milliseconds. Every click, every frame, every sound, every advantage... everything counts."


Client: Alienware
Project: “Everything Counts”

Ad Agency: Dell Blue/Austin, TX

Executive Creative Director: Seth Perisho, Associate Creative Directors: Casey Anderson & Emily Grube, Copywriter: Zach Stevens, Art Director: Lily Kowalski, Sr. Director Campaigns and Agency Operation: Heather Coleman, Head of Production: Brent Holt, Senior Producer: Megan Murray, Senior Project Manager/Account Lead: Shruti Desai, VP Global Marketing Consumer: Alejandro Madrid, Director of Global Creative: Kristi Armstrong, Creative Lead: Lisa Meyers

Production Company: Tony Kaye Pictures/Los Angeles, CA

Director/DP: Tony Kaye, Executive Producers: Matt Zion-Basile, Producer: Mark Conley

Where Shot: Culver City, CA

Editorial Company: Dell Blue Editorial/Austin, TX

Senior Editor: Jason Uson

VFX & Post Production Company: Office of Development & Design/New York, NY

Executive Creative Director: Gary Breslin, Executive Producers: Matthew Turke & Tim Case, Producers: Wendy Gardner & Stephanie Katritos-Sautai, Animators: Terry Lush, Fede Saenz & Brian Sensebe, VFX Lead: Joe Laffey

Color Correction: Nice Shoes/New York, NY

Colorist: Sal Malfitano, Flame Artists: Peter Charles & Jacob Robinson

Music Production Company: Shindig/Los Angeles, CA

Creative Director: Scott Glenn, Executive Producer: Debbi Landon, Composer: Austin Shupe, Sound Designer/Mixer: Dan Hart, Head of Production: Caroline O’Sullivan

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