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Stearns, a major electronics manufacturer needed to communicate product features, installation and maintenance information to an audience of two distinct demographics: The technical specialists who would install the product and the engineers who would specify it as a part of their designs.
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InSight chose videotape as the production/distribution medium because the playback equipment was accessible to both audiences. To creatively meet the needs of the technical personnel, InSight used video footage to realistically demonstrate the installation/maintenance procedures. Close-ups and medium shots were specifically chosen to ensure part and placement recognition. To satisfy the engineers, InSight highlighted the product's features and benefits using a combination of treated graphics and video footage. The presentation concluded with a review of the company. Sophisticated graphics and supplied photos illustrated the firm's dedication to quality and professional standards.
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