Dell Computer

In 1998 one of the world’s largest PC manufacturers, Dell
Computer hired Design Machine to create and coordinate
the launch of its first global advertising campaign “Be Direct.” According to Michael Dell, the Design Machine team led by
Gelman managed to capture the essence of Dell’s unique
business philosophy, its “direct” approach. During a period
of six months Design Machine coordinated the creative efforts
of half a dozen advertising agencies in America, Europe and
Asia producing over thirty different ads for print, outdoor and television media.

Shown are three examples from the“Be Direct” print and
outdoor campaign.

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