Transforming data storage. To an omnipresent force. Does that seem so hocus-pocus? not really, no. No. Just the work of some wicked engineers. Who help Columbia Sportswear elevate their infrastructure to the cloud. Cloud storage. I'm aware of it. I have it on my iPhone. So product production and delivery could work as one powerful entity. Magic can't make digital transformation happen. But we can. Thats the power of Dell EMC. Part of Dell technologies. Okay, Jeffrey Wright, Imma let you finish as I know you get paid to do this, but Dell isn't magic It's a bunch of tech geeks. Don't you feel like this concept is better suited to the late 1990's when none of us know what stuff cloud storage was? Wright as the saving grace here as are the fun graphic illustrations of all his points. It certainly doesn't help that this campaign was also directed by Tom Hooper, the Academy-award winner behind 'The King's Speech."

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Dell Technologies Chief Marketing Officer - Jeremy Burton SVP Global Brand and Creative - Liz Matthews Director Brand Strategy and Advertising - Rachael Henke Brand Strategy and Advertising- Valerie Daubert Y&R Global Executive Creative Director - Christian Carl Global Creative Director - Thomas Shim Copywriter, Creative Director - Justin Ebert Executive Producer - Bobby Jacques Content Producer - Nicole Lederman Sr Business Manager- Maggie Diaz President, Global Technology & Business Practice - Joe Rivas Account Director- Heather Hosey Group Account Director - Rachel Krouse Account Executive- George Rainaldi Strategic Planning Director - Jenna Rounds Production Company: Smuggler Director: Tom Hooper Co Founder: Brian Carmody Executive Producer: Shannon Jones DP: Justin Brown Line Producer: Alex Lisee Edit House: Rock Paper Scissors Editor (It’s Not Magic): Adam Pertofsky Editor (GE, Columbia, Chitale): Ted Guard Executive Producer: Eve Kornblum Producer: Jenny Greenfield VFX: Framestore NY Dez Macleod-Veilleux - Executive Producer Maura Hurley - Senior Producer David Mellor - Creative Director Gigi Ng - Senior Flame Artist / VFX Supervisor Georgios Cherouvim - Senior CG Lead Dan Soloman - Senior Designer Karch Coom - Senior Compositor Callum McKeveny - Concept Designer / Senior Matte Painter Color: Company 3 Colorist: Tim Masick Sound: Sound Lounge Mixer/Sound Designer – Tom Jucarone Projection Mapping: Go 2 Productions Music: duotone audio group Executive Producer: Ross Hopman Creative Director: Jack Livesey Producer: Gio Lobato