The client: JAI makes sophisticated industrial cameras that can do anything from taking snapshots of license plates in central London for traffic control to quality-inspecting any type of product coming down the production line.

The project: JAI needed a catchy campaign that would set its new range of cameras apart from the competition and make it easy for customers to choose the right model – no small feat in JAI’s product-saturated, competitive world.

After some hesitation about making up new words (and this fun Switchability test video), JAI launched the “Unlimited Digital Switchability” campaign – and made “switchability” a favorite trade show term. The concept helped position the product, attracted scores of new customers, and gave JAI a clear competitive edge.

Campaign elements: web text, video, brochures, ads, direct mail.

Here are selections from the brochure.

More client projects: Carl Hansen & Son | VELUX | Matter & Light Fine Art