🎮 Alienware m16 + m18 Product Launch | “Boss Music” Campaign

Client: Dell / Alienware
Role: Lead Copywriter + Storyline Creator
Project Type: Stylized Product Walkthrough Videos + Web Assets
Deliverables:

  • Hero Video Scripts (m16 + m18)

  • Product Messaging + On-screen Copy

  • Concept Development + Storyline Framework

  • On-site Creative Support (Austin shoot)
    Milestone: First cross-product campaign where I created the concept that became the final story

🔍 Project Overview

For the launch of the all-new Alienware m16 and m18 performance laptops, our goal was to go beyond a standard walkthrough and build an experience that reflected how these machines feel to use—fast, cinematic, and powerful. The creative team was split across two products, and I was originally assigned to the m16. Midway through development, I was asked to take over copy for both systems, helping unify tone and bring a story-first vision to life.

🎥 Concept: “Boss Music” – The Boss & The Challenger

Inspired by the energy and pacing of a final-level boss battle, I pitched a concept that reframed each laptop as a character in its own story:

  • The Boss (m18) – A dominant, maxed-out powerhouse with overwhelming specs and presence

  • The Challenger (m16) – A faster, scrappier underdog built for gamers who thrive on agility, not just brute strength

The idea: position the m16 and m18 not just as products—but as rivals, each commanding their own arena of play. The original storyline had the two facing off in a climactic encounter. Due to production constraints, the final m16 video opened with a more subtle but satisfying moment: The Challenger passing The Boss in the hallway, a nod to shared universe storytelling.

Both videos stand on their own but carry connective tissue for those watching both—a layered payoff for fans.

A key part of bringing this concept to life was auditioning and casting the right talent. Our team reviewed dozens of candidates to find the perfect actors to embody The Boss and The Challenger—ensuring that each character reflected the unique performance identity of the laptop they represented. The result was a subtle but powerful on-screen dynamic that matched the energy of the devices.

✍️ My Contributions

  • Pitched and developed the "Boss Music" + “Boss vs. Challenger” narrative, which became the foundation of both video scripts

  • Wrote both final scripts, including on-screen copy, VO guidance, and stylized transitions for each laptop’s walkthrough

  • Crafted tone + narrative arcs rooted in personality and theme, not just tech specs

  • Joined the video shoot in Austin, supporting live performance direction, narrative pacing, and visual continuity between m16 and m18 stories

  • Collaborated closely with production during casting, helping align each character to the tone and story of the product

⚙️ Product Storytelling Focus

For each product, I highlighted different emotional tones and user archetypes:

🟥 m18 | The Boss

  • Raw power. Commanding presence.

  • 18” QHD display, overclockable GPU/CPU, extreme thermal engineering

  • Designed for players who want the biggest and the best—and nothing less

🟦 m16 | The Challenger

  • Agility. Precision. Tactically designed.

  • Sleek 16” form factor with 240W system TDP, quad-fan cooling, and maxed-out specs in a compact shell

  • For gamers who value speed, adaptability, and performance on the move

📈 Strategic Impact

  • Introduced a new, narrative-driven approach to Alienware walkthroughs

  • Unified two hardware launches under one creative umbrella while allowing standalone storytelling

  • Set a new tone for M Series positioning: competitive, expressive, cinematic

m16 Final Video

m18 Final Video

Team Members

Copywriters: Daniel R. Miller, Sergio Flores

Art Directors: Max Dominguez, Gabby Guerra

ACD: Joe Welbes

Creative Director: Paige Gregory

Account Managers: Shruti Desai, Bailey Myers, Ivana de Alba