🌍 Dell Technologies | ESG Video Campaign: Driving Human Progress
Client: Dell Technologies
Role: Copywriter (Script + Social)
Project Type: Brand Video + Social Campaign
Deliverables:
2 Video Scripts
ESG Pillars Overview
Cultivating Inclusion Feature
Instagram Social Posts + Cutdowns
Messaging Framework for Social Copy
Milestone: My first ESG-driven campaign combining data storytelling with human-centered narrative
🔍 Project Overview
To amplify the release of Dell Technologies’ annual ESG Report, we developed a two-part video series highlighting the company’s commitments—and real-world impact—across its four core ESG pillars:
Advancing Sustainability
Cultivating Inclusion
Transforming Lives
Ethics & Privacy
The goal was not just to report progress—but to bring the numbers to life through emotionally resonant storytelling, real Dell team members, and inclusive values that reflect who the company is now and aims to be in the future.
🎥 Video 1: ESG Pillars Overview
This video served as a high-level, emotionally compelling walkthrough of Dell’s ESG strategy. My role was to help translate the company’s key progress data and strategic initiatives into clear, uplifting, and accessible language—shifting the focus from “goals” to impact.
Each pillar was grounded in a proof point, including:
Circular innovation (Concept Luna)
Solar Community Hubs
Representation goals across leadership
Data privacy + ethical partnerships
✍️ My challenge was to bridge the language of metrics with the tone of mission—balancing accountability with optimism.
🎤 Video 2: Cultivating Inclusion – “New Ways of Working”
For this deeper-dive spotlight, we shifted from stats to human stories—featuring real Dell employees from around the world, each sharing how Dell’s inclusive culture has supported their growth, identity, and sense of belonging.
I supported script development and story shaping, weaving in Dell’s messaging pillars around:
Representation
Community & Belonging
Foundational Learning
Inspiring Leadership
The final result: a global, intersectional portrait of what inclusion actually looks and feels like in the workplace.
📱 Social Support
In addition to scripting both videos, I also created supporting copy for Instagram, including:
Cutdown text and headlines for each ESG pillar
Caption and CTA language aligned to the video themes
Visual copy for Instagram Stories and tiles
Messaging hierarchy designed to emphasize impact first
🧠 Strategy & Tone
Voice: Optimistic, forward-looking, human
Approach: ESG as a business imperative, not an accessory
Messaging Shift: Away from “Progress Made Real” branding toward a transparent, purpose-driven narrative
Creative Insight: “People don’t connect to KPIs—they connect to people.” Our job was to make ESG personal.
Dell FY22 ESG Report Video
Dell FY22 Cultivating Inclusion Video
Social
Team Members
Copywriter: Daniel R. Miller
Art Directors: Annette Harris, Orlando Faison
Creative Director: Cam Todd
Account Manager: Sarah Wethington