Hitachi were looking for an integrated campaign to help boost sales and change the current perception for their unified storage product ‘HUS100′. They wanted a compelling and differentiated sales message that would empower channels to sell independently and stand out amongst the competition.
After searching for a hook, it seemed best to simplify the message and champion the products three key features, being that it’s fast, scalable and reliable. I wanted to give each feature its own personality, and what bigger personality than a superhero! Having always loved the visually bold styling and quirky typography used in marvel comics, I created three marvel inspired illustrations for the campaign to revolve around.