Dell has announced it has teamed up with Marvel Studios’ “Ant-Man and The Wasp.” With similar fan bases, the two companies will come together to bring excitement around technology into pop culture. From Ant-Man’s and The Wasp’s suits to Hank Pym’s Lab, technology plays a lead role throughout the film.
“What’s great about this partnership is that it allows our on-screen tech to become a bit more tangible to viewers,” said Mindy Hamilton, Marvel’s Senior Vice President of Global Partnerships & Marketing. We might not be able to replicate Hank Pym’s advancements quite yet, but we hope that the film inspires people to continue pushing the boundaries of what’s possible just like our heroes do.”
Dell technology helps bring visual effects to life
This exciting collaboration extends behind the camera, where Dell hardware plays a vital role in creating the visual effects in the film. Marvel Studios enlisted VFX vendors, several of which utilised a breadth of Dell technologies, including Dell EMC PowerEdge servers, and Dell Precision workstations, as the core infrastructure to provide the immense computing power and storage capacity necessary for visual effects designers to bring the movie’s characters and places to life.
Among others, artists at the VFX studio DNEG, who worked on Marvel Studios’ “Ant-Man and The Wasp,” rely on Dell Precision workstations for front-end operations. Dell’s Precision line is a leader in the industry, allowing creators to edit and create in new storytelling methods. In the company’s Vancouver studio alone, more than 300 Dell Precision workstations are used to create compelling effects. Imagine an adrenaline-fueled car chase through San Francisco, moments of Ant-Man and The Wasp shrinking, or an intricate lab scene featuring Ghost phasing in and out of walls – technologies from Dell help make these ideas reality.
The full list of Dell technology DNEG leveraged to create the film includes:
- Dell Precision 7910 workstations
- Dell EMC PowerEdge R630 rack servers with MD3460 RAIDs
- Dell EMC PowerEdge M1000e Blade Server Enclosures
- Hundreds of Dell monitors
Dell’s new technology stars in the film
Technology plays an integral role in Marvel Studios’ “Ant-Man and The Wasp,” so it’s fitting that fans will be able to see the new Dell G5 15, a powerful gaming laptop that enables great in game-performance and stunning visuals, and the award-winning XPS 13, on the big screen when the film hits theatres. In the film, Dell devices make several appearances in settings like Hank Pym’s lab and at the X-CON security offices.
“We are thrilled to team up with Marvel Studios on Ant-Man and The Wasp and demonstrate the super powers of technology,” said Gerri Tunnell, Senior Vice President, Client Solutions Marketing at Dell. “There are a lot of similarities between our brands and fan bases. For example, our goal is to empower our customers, from gamers to visual effects artists, with high-performance technology to drive human progress just like Ant-Man and The Wasp rely on tech to make the world a better place.” This is quite a large endeavour in the way of marketing; most marketing campaigns take the form of smaller scale operations like evaluating search engine opitimization by using an SEO audit to see what improvements can be made to boost a site’s search engine rankings.
Dell’s commitment to STEM
Based on Dell’s 2030 research findings, Computer Science and Computational Thinking will be a needed skill in the workplace, however, Dell sees gaps in supply to meet this demand. To support the next generation, Dell has committed more than $50 million to science, technology, engineering and math – or STEM – initiatives globally since 2014. Through partnerships and customer collaborations, millions of children and underserved youth have access to the technology and resources needed to explore STEM fields.
Dell plans to leverage Marvel Studios’ “Ant-Man and The Wasp” to encourage Boys & Girls Clubs members to explore STEM with a focus on computer science and computational thinking.
The Boys & Girls Clubs will also incorporate Marvel University’s “Ant-Man and The Wasp” video series into their summer curriculum, teaching kids about STEM topics in a fun and engaging way. The series, which will include numerous videos featuring host John Urschel, will dig into technology and STEM concepts using comic book iterations of the Marvel heroes. Marvel will release one video every few weeks, launching 27 June on Marvel.com. Dell is featured in the three videos exploring the following topics:
- Episode 1: Marvel showcases the strength of ants and how Ant-Man’s suit is designed to also adhere to this incredible strength
- Episode 2: Marvel explores the connection between real-life wasps and that of Marvel’s comic book character, The Wasp, and how certain species of wasps have the ability to fly up to 30mph
- Episode 3: Marvel takes a deeper look at a few principles of nanotechnology from the “Ant-Man and The Wasp” comics and talks about how they apply to technology created today
Dell “Ant-Man and The Wasp” advertising campaign
Dell has launched a global advertising campaign around Marvel Studios’ “Ant-Man and The Wasp.” The campaign integrates Dell’s new G5 Gaming Laptop and features print, digital advertising, and out-of-home placements. Marvel Studios fans can also catch a glimpse of Dell’s new G5 Gaming Laptop, along with both Ant-Man and The Wasp, in Dell’s newest TV spot, airing on networks in the U.S. and Canada.
Marvel custom comic book
Ant-Man and The Wasp fans can now enjoy even more Ant-Man and The Wasp adventures with an exclusive custom comic featuring Dell computers. The comic will be distributed both digitally on marvel.com/dell and on Dell social channels as well as via a sneak peek insert in Dell’s June US Gaming Catalog. The printed edition was also distributed as a collectible during the E3 convention, and will be given out at San Diego Comic-Con; and at other promotional/retail events across the U.S., Australia, New Zealand, United Kingdom, India, and Brazil.
“Ant-Man and The Wasp”: World Premiere
Dell’s new G series high performance gaming laptops played a leading role at the world premiere of Marvel Studios’ “Ant-Man and The Wasp” on 25 June in Los Angeles. Guests walking the red carpet will had an opportunity to feel like they have shrunk like Ant-Man and The Wasp next to a giant 7′ Dell G5 15 laptop.
- Dell G5 15 Gaming Laptop, available now starting at US$849.99
- Dell XPS 13, available now starting US$999.99