CASE STUDY · AI-NATIVE WORKFLOW: DELL GOVERNMENT SALES
Made a product concept look real enough to sell, and decide on, before it existed.
Dell Government Sales needed to pitch products that engineering had only imagined. I designed a legal-cleared AI workflow to show them.
CLIENT
Dell Technologies,
Government Sales
ROLE
Concept · Art direction · AI workflow design
About the images on this page. Dell’s prototypes are confidential. Renderings shown are representative, made in the same vein, not from the project.
DELIVERABLES / TOOLS
Product illustrations; a legal-cleared AI production workflow
Midjourney · Firefly · Photoshop · Illustrator
EMPLOYMENT
frog, a Capgemini Invent company
Dell’s Innovation Engineering team recommended me to Dell Government Sales, who wanted their dated pitch visuals modernized. The bigger problem was upstream. The products they most needed to sell didn’t exist yet.
01 — THE PROBLEM
Engineering had the concepts. Sales had nothing to show.
02 — THE APPROACH
I proposed generative AI. Dell had never brought an AI tool into its workflow, so before I generated a single image, the approach went through Dell’s legal counsel. That set the ground rules: which tools, what could go into them, and how confidential prototypes would be handled.
The goal wasn’t a beautiful image. It was an image with no tell. The moment a viewer registers “this is a mockup,” they go back to evaluating a hypothetical instead of reacting to a product.
Legal first
Approach cleared before any image made
No tell
Reads as photographed, not generated
03 — THE WORKFLOW
AI for speed. Human judgment at every gate.
Generative AI produced plenty of strange images. Each one was deleted, reworked by hand, or rebuilt in a different tool.
01
Clearance
Tools and data handling reviewed by legal.
HUMAN
02
Generation
Midjourney and Firefly bases created from engineering concepts.
AI
04
Handcraft
Light, materials, & real-room clutter refined in Photoshop & Illustrator.
HUMAN + AI
03
Curation
Most outputs rejected; survivors chosen for realism.
05
Review
Sales & engineer teams checked for accuracy and approved finals.
HUMAN
HUMAN
04 — MODERNIZING
Before
After
05 — ASPIRATIONAL RENDERINGS
The same workflow could visualize the engineers’ concepts: pre-selling products before they were manufactured, shortening the sales cycle, and giving Dell an early read on how many to build.
I placed products in context, not on a seamless background. A monitor on a real desk answers “who is this for” and “would this fit my life” at once. Many of the backgrounds move slightly forward in time, so the product feels aspirational. All images were labeled “concept rendering” so there was no confusion about their veracity.
Representative rendering, not a Dell prototype
Representative rendering, not a Dell prototype
40
Pitch visuals modernized
20
Concept renderings of unreleased products
First
Legal-cleared AI production workflow for Dell
Realistic imagery lets enterprise customers get comfortable with a new product earlier in the sales cycle. Teams can pre-sell against it, test it with focus groups, and inform go/no-go decisions well before development finishes.
The government sales team was laid off shortly after the renderings were complete, so the work didn’t reach its planned rollout.
06 — OUTCOME
WHAT I’D CARRY FORWARD