Dell’s Back-to-School Campaign Is a Docuseries About Young Achievers

Targeting teens with aspirational videos

Headshot of Kristina Monllos

Last year, Dell tapped YouTube influencers for its back-to-school campaign. This year, the brand is taking things to the next level, moving beyond young Internet celebrities (though this campaign still features one) to young achievers in fields like fashion, science and technology. 

In a new documentary series from Y&R in New York, the brand follows four different young achievers: Taylor Wilson, a 21-year-old nuclear physicist; Isabella Rose, a 14-year-old fashion designer and artist; João Pedro Motta, a 19-year-old Brazilian tech entrepreneur; and 19-year-old YouTube sensation Jenn McAllister, known as Jennxpenn

"Dell's actual mission was to sell their 2-in-1 [laptop and tablet] and various other computer products to the teen market," said Meredith Kinee, senior copywriter at Y&R New York, noting that the brand wanted to do so by showing teens using the technology to achieve their dreams.

The docuseries, a digital campaign with four 90-second spots, is slated to run until September. The brand also shot a 30-second television spot featuring McAllister. 

"Dell wanted to make teens the experts in technology and speak to them in a way that was on their level," said Kinee. "What better way to talk about expertise than to leverage kids that are actually experts in their field? It was important to us to find kids who weren't just YouTube stars, who weren't just influencers, but they had those bigger technology stories and those bigger achievement stories." 


Y&R New York

Chief Creative Officer: Leslie Sims

Global Executive Creative Director: Christian Carl

Senior Copywriter: Meredith Kinee

Senior Art Director: Rachel Cuyler

Head of Production: Greg Lotus

Senior Producer: Salima Millott

Associate Producer: Sarah Haroldson

Music Producers: Lauren King, Deb Oh

Head of Celebrity Talent: Lauren King

Business Manager: Maggie Diaz

VML New York

Dave Quintiliani, Creative Director

Lisa Baldini, Associate Director, Social Strategy

Production Company: M ss ng P eces

Director: Josh Nussbaum

DP: Adam Jandrup, Ethan Palmer

Executive Producer: Ari Kuschnir

Line Producer: Brian Quinlan

Post-Production: M ss ng P eces

Editor: Karl Amdal, Adam McClelland

Producer: Orlaith Finucane

Sound Facility: One Thousand Birds

Music: YouTooCanWoo, Bromeliad

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.