The world of gaming continues to evolve, so it’s only natural that the leading brand in the space do the same. This campaign set a bold new tone for Alienware, both visually and with its universally relevant message. The world of gaming is infinite, a place where you can go anywhere, be anyone, and do anything. It’s place where limits don’t exist, and everyone is invited to Defy Boundaries.

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This global campaign was shot in Chile with production and post-production provided by Framestore. Our team worked hand-in-hand with Framestore to develop the unique "chrysalis" mold effect breaking apart --- freeing the heroes from their boring reality. 

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  Winner: 2023 District Gold ADDY Award  

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A year-long campaign, 'Defy Boundaries' required an extensive amount of assets and versions to ensure creative remained fresh and attention-grabbing.

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Broadcast | Video | CTV Overlays | Photography | OOH | Email | Social | Twitch Skins | Online Ads | Site Banners