It’s summer holidays in the northern hemisphere and Dell (with the assistance of Y&R New York) is using that time off for a social media campaign to push the brand higher up the list of new semester must haves. And really, there are few ways better than a good mockumentary to do that.

This is where Adam Gunser comes into the story, which by the way is called Learning Meets Doing. Gunser has a keen eye for the foibles of Gen Y (aka Gen Digi) and perfect pitch when it comes to presenting these in a way that gets kids to laugh with him.

His first brand film, Selfie, is about Julia Hawkins – whose passion for the art of selfies has given her a condition called Selfie Arm. Julia puts this affliction to good use on her Dell tablet, by sharing her knowledge of how to take better selfies with other teens at the Center for Selfie Improvement.

The second, 5-Second Filmmaker, is about Marty Goldberg – pioneering filmmaker and “king of the 5 second epic”. Goldberg presents his “innovative Goldberg Method” using Dell devices, with (some) help from his assistant, Gary. Ironically, the story takes 2.23 minutes to tell.

The campaign includes regularly updated micro-content sharing on YouTube, Twitter, Instagram, Facebook and Tumblr. It will also be supported with pre-roll and banner ads, plus online in selected markets worldwide, like India, brazil and China, and cinema.

Creative credits:

Agency: Y&R New York
Chief Creative Officer: Jim Elliott,
Global creative director: Jim Radosevic
Creative director/art director: Alan Vladusic,
Creative Director/copywriter: Bruce Jacobson
Group creative director: Hunter Eshelman (VML New York)
Executive director of content production: Letitia Jacobs
Executive producer: Gisellah Harvey

Production Company: Über Content
Director: Adam Gunser
Executive producers: Phyllis Koenig, Preston Lee & Steve Wi
Line producer: Pat Harris
Director of Photography: Jac Fitzgerald
Art director: Marc Benacerraf