Luxid worked with Dell Technologies to introduce Norby, the little language-learning robot. By turning a complex concept into a simple, approachable narrative, we helped audiences understand Norby’s purpose, build pre-sales interest and underscore Dell’s role in bringing the concept to life.
When Dell teamed up with Norby (an AI-powered language robot), Luxid put the power of creative storytelling to work to promote the partnership and build product demand. Taking charge of the entire process, we handled narrative development, filming, and production of customer story assets, including a written case study and social videos. Despite a tight timeline and minor hurdles, we successfully showcased Dell’s capabilities while engaging customers with the powerful human story behind the clever robot.
To develop a compelling storyline, we kicked off with a pre-interview call with Norby’s CEO, Adrian Mullan. The call revealed his personal experience with language learning difficulties which inspired him to create Norby and help others learn languages or practise speech therapy in a fun, engaging way. This insight guided our story lens and interview guide development, combining human connection with Dell’s AI capabilities.
On the shoot everyone was ready to roll…except Norby, the star of the campaign. Thinking on our feet, we decided to edit Norby’s voice and expressions in post-production. Working with a film crew, we shot lifestyle b-roll and interviewed Adrian in front of a green screen with Norby. To emotionally engage viewers with Adrian’s personal backstory, we encouraged him to break away from pre-prepared answers.
Having shared the customer story assets on a dedicated webpage ahead of the product launch, our efforts helped generate a waitlist volume of over 10,000 language enthusiasts. The campaign’s success was driven by a strong collaborative effort within our creative team across pre-production, filming, and post-production. By focusing on the human story, we highlighted how technology can positively impact people’s lives - a mission that remains Dell’s top priority.