Our target audience was critically discerning. We were given repeated warnings that irrelevant graphic details would be analyzed to oblivion or perilously distracting from the message of the video. Engineers. Not only that, but engineers creating equipment for the military. These guys want to see the product and know what it does, and it usually happens without any real flair or fanfare.

But they were coming to The New Blank so we knew they wanted some kind of design and motion that helped tell their story while differentiating them from the field.

So, we took the images we could get from them and developed a graphic vernacular that showcased the product and accommodated a modest amount of typography and included an animation style that attracted attention but wasn’t distracting for our specific target audience.

It went off without a hitch and Keysight reported overwhelming success for the videos performance at their trade show circuit. Though truth be told, we did walk that boundary for their engineers between eye candy and relevance. During the process we occasionally we dipped our big toe into the dark side of that line.