Rushes MX was a postproduction company specializing in the advertising industry.
Rushes MX acquired the first Spirit HD Datacine in the country and wanted to promote it among potential clients and partners. The challenge was to promote a technology created for video using print media. The equipment itself was complex and not even recognized by most people.
I created a campaign focusing on the possibilities that the new Datacine allowed. I made sets of words that started with the letters H and D, respectively, a mix of funny and slightly controversial words. The ads got people's imaginations flying, and they created their own combinations.