🌀 Alienware | Defy Boundaries Part 2 - Portals

Client: Dell / Alienware
Role: Copywriter + Social Concepting
Campaign Type: TikTok-Style Vertical Social Series
Timeline: Q4 Launch | Deliverables: Social Video Concepts, Post Copy, Platform Strategy
Theme: Immersion, Freedom, Defiance

✨ Project Overview

What if powering up your Alienware system wasn’t just the start of a gaming session—but an entry point to another world?

That’s the idea behind “Portals”, a series of visually striking, trend-aware vertical videos developed as part of Alienware’s Defy Boundaries social campaign. Inspired by the duality between in-game escapism and real-world routine, this work celebrated Alienware as more than just high-performance hardware—it’s a portal to limitless possibility.

💡 Creative Concept: Portals

Titled, Portals, we created a series of 30-second IG reel videos where a gamer is playing a game at their setup. As they continue to play, the gameplay projects onto their wall to simulate complete and total immersion that they are feeling. The Alienware laptop served as the literal and metaphorical portal, anchoring the transformation. We used four different partners for gameplay footage - Destiny 2, PUBG, Stray, and S.T.A.L.K.E.R. 2.

We intentionally leaned into TikTok-native formats and editing styles:

  • Match cuts between real and fantasy moments

  • Lo-fi transitions (handheld, over-the-shoulder shots)

  • Screen overlays and portal animations

  • In-app text and trending audio

✍️ My Contributions

  • Concept Co-Development: Crafted the narrative hook around duality: “One moment, reality. The next, freedom.”

  • Post Copy & Variants: Wrote in-platform captions and A/B-tested hook lines.

  • Creative Direction Notes: Recommended filming on mobile to preserve vertical authenticity, and suggested overlay techniques to simulate portal transitions without high-cost production.

🧠 Strategy Alignment

  • Think: Alienware is more than a PC—it's a gateway.

  • Feel: Immersed, transformed, free.

  • Do: Engage with portal-themed content, imagine your own transformation, and explore Alienware offerings.

📈 Outcomes

  • Campaign extended Alienware’s presence into younger-skewing, mobile-native audiences

  • Created shareable, bite-sized storytelling adaptable across TikTok, Reels, and Shorts

  • Increased engagement on lifestyle-driven posts by 3x compared to product-first content

Project Specs

  • IG Reels

    • Fantasy IG Reel - Destiny 2

    • MP IG Reel - PUBG

    • Sci-Fi IG Reel - Stray

    • Post-Apocalyptic IG Reel - S.T.A.L.K.E.R. 2

  • Post Copy for Reels

  • Social Posts for Twitter

Instagram Reel: Pulling aggro is a sacrifice every Guardian must make in @destinythegame.

Instagram In-Feed: Optimizing your loadout, loading up on Exotics, and helping fellow Guardians is the right way to play @DestinyTheGame.

Twitter: Optimizing your loadout in @DestinyTheGame never looked or felt so right.

Instagram Reel: We're all about giving borderless fullscreen a whole new meaning - especially when we squad up for a round of @PUBG.

Instagram In-Feed: "Where are we dropping?" Our first words at the beginning of every @PUBG match.

Twitter: Step onto any battlefield and face your competition in @PUBG. Whether that's a firefight or racing another player to a weapon on the ground.

Instagram Reel: Explore unknown worlds through a new pair of eyes in Stray by @A_i.

Instagram In-Feed: Seek out new worlds in @A_I's Stray with unlimited freedom and power.

Twitter: Live your ultimate kitty-powered sci-fi fantasy to its fullest in @A_I's Stray.

Instagram Reel: .@stalker_thegame: Where the end of the world means the beginning of your next adventure.

Instagram In-Feed: Explore the wasteland without leaving home in the latest entry in the @stalker_thegame franchise later this year.

Twitter: Your gateway to conquering the wasteland awaits you in @stalker_thegame.

TEAM MEMBERS

Copywriter: Daniel R. Miller
Art Directors: Gabrielle Guerra, Gabrielle Lemmons
ACD: Luis Fernando Sabah
Agency: Dell Blue