The Alienware Renewal Pod is an immersive brand experience designed to offer a moment of pause from the demands of daily life. In a world filled with constant connection, multitasking, and endless responsibilities, this unique space provides an escape where both gamers and non-gamers can rejuvenate, spark creativity, and find joy through a sensorial experience. The pod combines relaxation techniques with gaming and color theory to create an environment that encourages mental clarity and wellbeing. The Alienware Renewal Pod successfully launched during Austin’s SXSW 2024, 77% of participants felt rejuvenated and 43% of participants felt included by Alienware.

My involvement:

The concept for the Alienware Renewal Pod originated from my vision and was further developed through a collaborative effort with a diverse team of seven members, each bringing unique skills and perspectives. Throughout the process, we worked closely together with the Alienware team at every stage to shape and refine the experience, ensuring it embodied Alienware’s mission to embrace the unconventional and spark curiosity.

The "Welcome to Now" campaign celebrates the transformative power of the present moment, where technology and culture collide in unprecedented ways. It's about embracing the accessibility of modern tools that allow anyone to create, innovate, and push boundaries. By recognizing the importance of living and creating in the now, this campaign invites audiences to seize the opportunities that today’s world offers and make their mark in real time.

Credits

ACD: Santa Hernandez Garcia
Senior Copy Writer: Annie Staton
Senior Art Director: Shelby Pickett
Art Director: Ashlyn Cramblit
Copy Writers: Rosella Conti, Christin Klayman
Creative Director: Shane McGuire
Executive Creative Director: Joel Davis
Producer: Mathew Kuhles
Production Partners (Shelves): RSA
Director (Shelves): Henrik Hansen

There's no better time to innovate than now. Or now. Or even right now. Life-changing technology isn't waiting for the future; it’s happening right at this very moment. ​

For this concept, we show what Dell Technologies is doing now by using the 'O' in NOW as a window to the present. ​

You know those moments of pure, untethered productivity? Where the world around you seemingly disappears and you’re completely focused on the task at hand? That’s The Zone. And when you’re in The Zone with Dell Precision Mobile Workstations, your potential is limitless.

Credits:
Associate Creative Director/AD: Santa Hernandez Garcia
Senior Copy Writer: Annie Staton
Creative Director: Lula McKenna & Dominick Walker
Executive Creative Director: Joel Davis
Senior Producer: Marshall Lewis
CG/Production Partner: Mirada

There are so many places a job can take you. The highest peak in North America, the lowest point in the Grand Canyon, an oil rig off the coast of the Atlantic. Places that ordinary technology just won’t cut it. Lucky for you, nowhere and no job is off limits for your rugged laptop.

This concept was selected and video was awarded to renowned director Henrik Hansen from RSA Films. However, the project had to pivot to a CGI concept due to COVID-19 resctrictions.

Imagery in all assets is FPO.

Associate Creative Director/Lead Art Director: Santa Hernandez Garcia
Senior Copywriter: Annie Staton
Art Directors: Ashlyn Cramblit & Luis Baca
Creative Director: Shane McGuire
Executive Creative Director: Joel Davis

Here’s to the individual. From your coffee order to your musical tastes, you’re not quite like anyone else. So why should your PC be any different? Introducing Dell Optimizer- a built-in, AI-based optimization software that learns and responds to the way you work.

Credits:
Associate Creative Director: Santa Hernandez-Garcia
Art Director: Jordan Robles
Senior Copy Writer: Doug Irving
Creative Director: Shane McGuire
Executive Creative Director: Joel Davis
Senior Producer: Jamie Lovell
CG Partner: Laundry

While some things may look different than they used to, they haven't truly changed. They've simply been redefined. Coffee breaks, daily commute, 9 to 5 and coworkers take a whole new meaning when we are working from home. This is work redefined.

Executive Director: Joel Davis

Associate Director: Shane McGuire

Senior Art Director: Santa Hernandez

Senior Copy Writer: Annie Markovich

Project Manager: Alma Dodson

Producer: Matthew Kuhles

Senior Editor: Jason Uson

Typography: Imaginary Forces

Dell Optimizer is Dell Technologies’ new built-in AI software that is now featured across the Dell commercial portfolio. It learns from its user and adapts to create the most seamless PC experience. By learning how its user works, it eliminates lag and frustrations.

Project Manager: Paulette Woodfin

Senior Art Director: Santa Hernandez-Garcia

Art Director: Jordan Robles

Senior Copy Writer: Emily Grube

Copy Writer: Margaret Ann Boeker

Associate Creative Director: Shane McGuire

Executive Creative Director: Joel Davis

Senior Producer: Matthew Kuhles

CG Partner: The Mill

Silver ADDY Award 2021

Videographer Gold Award (Award of Distinction)

A photoshoot was created to showcase the new visual direction for Dell’s commercial sector. Photos included Dell’s new commercial products, work styles, and knolling style photography of products and accessories. The best images were featured on a printed lookbook with information about Dell’s products.

Photoshoot
Brand Director: David Eiben
Creative Director: Joel Davis
Assistant Creative Director: Shane McGuire
Art Direction: Santa Hernandez & Margaret Soltis
Photographers: Mathieu Young, Chris Profera, Bryan Kuntz
Production: Plaid Pony Production, Suzanne Baldwin

Lookbook
Brand Director: David Eiben
Creative Director: Joel Davis
Assistant Creative Director: Shane McGuire
Graphic Design/Art Direction: Santa Hernandez
Graphic Design: Shelby Pickett
Writer: Stuart Freeman

Yes, the word rugged means “durable,” “well built” and “strong,” but that doesn’t quite define the Latitude 7220 Rugged Extreme. This machine has the capability to work in nearly any condition, anywhere on the planet, places that would render ordinary tablets useless. However, Rugged doesn't just survive in these dangerous environments. It thrives.

Credits:
Executive Creative Director: Joel Davis
Associate Creative Director: Kendall Pippin
Senior Art Director: Santa Hernandez-Garcia
Junior Art Director: Stephanie Romero
Senior Copywriter: Veronica Bradley
Senior Producer: Matt Kuhles
Photographer: Christopher Profera
Project Manager: Ryan Malone
Editor/GIF Animator: Hannah Radcliff
Production: Heist

The Ask: Our team was challenged to create a new visual identity for Dell’s commercial business. Our objective was to take the existing look which had been described as stark white and contrived, to a more authentic place that felt un-staged and inspired by the many ways people work. We had to consider that our visual direction would need to exist in harmony under our parent companies brand, Dell Technologies, while also complementing our sister brand, Dell EMC.

Because Dell’s innovation is inspired by real people, we wanted to capture the way they work through imagery and elements that put them in the spotlight. Not only were we able to capture the essence of our real solutions for real workers, but we launched the work with a new confident tone, that embodies what we deliver to our commercial customers.

My role: I created the visual direction along with Copywriter Stuart Freeman. It was then evolved and implemented by myself and Margaret Soltis (AD).

This look eventually evolved into the current Dell Technologies look. During this process, I worked closely with the Brand team and helped out in it’s evolution.

Brand Director: David Eiben

Creative Director: Seth Perisho & Joel Davis

Assistant Creative Director: Shane McGuire

Graphic Design/Art Direction: Santa Hernandez & Margaret Soltis

Writer: Stuart Freeman

Photographers: Mathieu Young, Chris Profera, Bryan Kuntz

Production: Plaid Pony Production, Suzanne Baldwin

Executive Creative Director: Joel Davis

Creative Director: Kendall Pippin

Senior Art Director: Santa Hernandez

Senior Copy Writer: Annie Markovich

Project Manager: Jane Schumann

Producer: Marshall Lewis

CGI Partner: MPC

Music: Shindig Music + Sound

As workplaces have evolved, so have the workforces that use them. Several distinct worker personas have emerged, each with its own demands for specific hardware, software and services. We think it’s time your customers knew more about them.

Credits:
Brand Director: David Eiben
Creative Director: Seth Perisho & Joel Davis
Associate Creative Director: Shane McGuire
Art Directors: Santa Hernandez & Margaret Soltis
Writers: Stuart Freeman, Emily Grube, Margaret Ann Thurmond, Ian Lindsey.
Producer: Melia Milanti
Production: Lucky 21

AWARDS
HOW Merit Award 2015 | HOW
District Silver ADDY Award 2015 | AAF
RGV Gold ADDY Award 2015 | AAF

The UTPA Office of Marketing and Communications recently relocated; it wanted to have a presence in the building and showcase who it is with wall decals on the hallway and throughout the office. The project was composed of four panels on the main hallway, a wall located in an area dedicated to brainstorm and a separation wall in the graphic design area. The first three panels show the name of the offices housed in the building, the fourth panel has inspirational phrases about creativity, advertising and public relations.  Each of these walls were strategically designed to represent its respective area.

Graphic Designer/Art Direction: Santa Hernandez Garcia

Creative Director: Dr. Kimberly Selber

The bus wrap was designed to promote the UTRGV College of Fine Arts, featuring the UTRGV campaign, "We Will." This project serves as an inspiration for what artists can achieve in the RGV. It highlights various disciplines within the College of Fine Arts through a blend of photography, stock images, and hand-drawn illustrations created by me. My goal was to capture and represent the multi-disciplinary nature of the College of Fine Arts.

AWARDS
Silver ADDY Award 2015 | AAF
Bronze Summit Creative Award | Summit Int Awards

The Office for Student Involvement (OSI) is dedicated to enriching students' experiences and nurturing their talents through programs that encourage active participation in campus activities and organizations. The "Be Involved" campaign was designed to highlight the diverse programs offered by UTPA OSI. My contributions to this campaign included creating identity word marks, posters, rack cards, e-blasts, digital media, t-shirts, and window decals. By utilizing cohesive typography, color schemes, and graphic elements, I ensured a unified look across all campaign materials. This campaign aimed to demonstrate the transformative power of student involvement, showing that students can BE transformed, BE heard, BE the change, BE a leader and BE whoever they want to be.

The UTRGV Legislative Priorities booklet was developed for the 84th Legislative Session in Austin, TX. This booklet provides an overview of The University of Texas Rio Grande Valley, outlining its priorities for funding the Medical School and expanding the university across the Rio Grande Valley. It also includes detailed information on the demographics and psychographics of the South Texas population. Given the extensive information that needed to be included, I used infographics and other visual strategies to present the data in a more engaging and visually appealing way. Ultimately, this brochure successfully helped the University get the necessary funding for the Medical School.

AWARDS
Silver ADDY Award 2015 | AAF

This is the first piece created for The University of Texas Rio Grande Valley , the first major public university of the 21st century in Texas.

Developed branding and collateral materials for the Critical Issues Leadership Conference "Exploring the Future: Leading Change."   Where Superintendants and school leaders were exposed to the latest trends in education.

AWARDS
Silver Summit Creative Award 2015 | Summit International

The bus wrap is only one piece of the #WEPLAYFORYOU Campaign effort for the University of Texas-Pan American Athletics department. I art directed the photoshoots with the ladies and men’s basketball team and designed the wrap for the bus.