Client: Sokkia manufactures total stations and is headquartered in Olathe, Ks. A total station is an optical measuring instrument commonly used in construction, surveying, civil engineering and even motor vehicle accidents and crime scene investigation. Its camera combines surveying, imaging and high-speed 3D scanning into one instrument.
Challenge: The biggest challenge for me was understanding how these instruments worked so I could write about them intelligently. The second challenge was finding an interesting visual and an example of a site where you would absolutely need a total station to measure accurately.
Result: The ad featuring the Tower of Pisa was a strong choice because only a total station can measure it due to its fragility. In addition, I liked how the headline emphasized the instrument’s ease-of–use.