Dell Technologies & NVIDIA

Dell x NVIDIA NemoClaw Lab

Kick-off to live programme in four months, 30 workstations in the field, and Dell funding a second campaign.

NemoClaw Lab, The EMEA Playbook cover with Dell Technologies and NVIDIA logos and the line The Lab is ready. The opportunity is yours.

Client: Dell Technologies EMEA, with NVIDIA as co-funder and co-brand
Role: Day-to-day client lead, freelance for One1000
Timeline: Kick-off 18 June 2026, first activation in Germany at the end of October 2026
Scope: Campaign identity, EMEA playbook, event comms, kit branding, certificates, video and social

In numbers

4 months from kick-off to live programme
30 Dell Pro Max with GB10 workstations Pre-installed in three fly cases, plus a UK kit of ten
3 countries and 3 languages at launch English, French and German, with kit support across continental Europe
2nd campaign funded by Dell Deskside AI Labs, funded in October 2026

At a glance

Dell and NVIDIA wanted regional teams across Europe to run their own hands-on agentic AI labs for developers and IT buyers. I led the programme for One1000, from the research and campaign identity to the copy and the studio that built it, and took it from kick-off to live in four months.

The project

Context

A new kind of event: agentic AI labs for a technical audience, run by Dell's regional teams themselves.
A brief that kept moving, including a whole format the client dropped midway.
Physical kit, three languages and four sets of approvers across Dell and NVIDIA.

My decisions

I researched what makes AI events work for European developers and IT buyers before writing any copy, and built the playbook on that evidence.
Where the client couldn't supply material, I drafted it myself, from the quick start guide to the operator run sheets and the LinkedIn pack.
I pushed back where it mattered and won a seven-day booking turnaround instead of three to four weeks. Teams stop using a self-service programme if they wait weeks to hear back.

Results

Live in four months, with 30 pre-installed AI workstations ready to ship.
A 14-section EMEA playbook, event comms and a teaser video brand-approved within about two weeks.
Dell funded a second campaign, Deskside AI Labs, and asked One1000 to develop its creative concept.

What I owned

Led the programme day to day: client calls, decisions, scope and budget.
Created the campaign identity and wrote the tagline, playbook, event comms, certificates and video script.
Directed the designer, creative director and video editor.
Managed Dell EMEA, Dell Global, NVIDIA and two logistics partners.

In pictures

NemoClaw Lab, The EMEA Playbook cover with Dell Technologies and NVIDIA logos and a field of coloured data lines — The cover of the 14-section EMEA playbook that regional teams use to run a lab.

NemoClaw Labs Quick Start Guide cover reading The hardest part is picking a date — The quick start guide, the first thing a regional team reads.

Dark fly case sticker with Dell Technologies and NVIDIA logos above the words NemoClaw Lab — Fly case branding. Physical kit carries logos and imagery only, so it works in every country.