While it may be foreign to the general consumer, graphics cards are ubiquitous for the computer DIY crowds and gamers alike. It's the heart that powers everything from the immersive 3D worlds of PUBG to the heart-pounding realism of Call of Duty. It's the engine we take for granted that makes VR possible.
Unlike most of our client work, the target audience for this campaign isn't the general consumer, but the people who build their own systems. These people understand the trade-offs between having immense graphics power and keeping the system at a manageable temperature.
Since our target is more technical, we can cut past the basics and move straight to what matters most to them. That being said, we want to appeal to their emotions rather than logic. We want to show them that these are a powerful new generation of graphics cards while driving home the idea that they don't need to sacrifice on cooling. The challenge is to present this in a fresh way visually that is different than what they are accustomed to from this industry but immediately apparent what we're communicating.
We begin by turning the graphics cards vertically (not the way they're usually displayed) and positioned them in a manner that exudes magnificence as if they are superpowered beings. The image of the grounds breaking reinforces the "Game Changing" promise of these new products. The icy environment conveys the product's exceptional cooling ability. We've created an intriguing image. At the same time, the message is unmistakable.