Client: Dell 

Role: Freelance Creative Director / Writer

Agency: Y&R New York

Website: Dell Play Through

To bring Dell’s “Future Ready” campaign to life and celebrate Dell’s sponsorship of the Match Play Championships in Austin, Texas, we offered a glimpse of the future of golf.

Dell Play Through transformed the streets of downtown Austin into a data-driven golf course that visitors could play in virtual street view. Real-time data (and a Foursquare partnership) turned Austin’s most popular restaurants, bars and landmarks into tee boxes, hazards and greens. Players swung their phones like golf clubs, chipping from their last breakfast taco to their next margarita. Using GPS they could tee off from their current location, anywhere in the U.S. Dell Play Through launched at South by Southwest, driving over 2 million video views and 114,559 tee shots hit.


FWA Mobile of the Day

Y&R Cannes Entry

Creative Director/Art Director: Cynthia Wang
Strategist: Jenna Rounds

Executive Producer: Catherine Patterson
Technology Director: Craig Elimeliah
App Design: Media Monks