Your Eyes In The Field
As you can see, we have taken another innovative and bold step for our industry. Why? Because we hope this strong and striking visual screams out the core of what we promise to you – performance you can trust. You can trust us and our solutions to the point that you can close your eyes; you can allow us to be Your Eyes In The Field.
In-Situ literally means ‘in place’, and ultimately what we provide is the ability to take the measurement at the point of measure. When you take a sample to the laboratory, you’re working in an ideal condition. When you take a measurement in the field (at the point of measure), you have to trust that the equipment and data will be accurate and reliable … you have to trust that it will continue to work even when you can’t see it.
The cross-country journey behind the visuals
Seeking to step well outside the box with this new campaign, we chose a high-fashion Italian design agency to head the creative process.
Why fashion? And why Italy?
We wanted to create a new visual that instantly communicated who we are, what we do, and why we exist. We wanted that image to transcend geographic and demographic borders … if you saw us on a bus in London or in Laramie (WY), it would connect with you. Our industry isn’t known for this type of imagery, but fashion is. And where better to tap into fashion than Italy? So, off we went!
Ultimately, we chose Megaborg (and thankfully, they chose us in return). Megaborg is based in Verona, Italy, and led by Giovanni Motta, a well-known and respected Italian artist that exhibits around the world. Motta drew from his experience in the fashion industry to create a visual representation of what we stand for. The final images in the campaign not only reflect In-Situ’s history, but our future as well.
We believe in our equipment, our software, and our solutions. We stand behind you, we support you, and we exist because of you. We aren’t afraid to put ourselves out there … to be different. Your loyalty and support over the past 40 years has given us the right to be bold, and we know you expect nothing less from us going forward. We’re in the field 24/7, so you don’t have to be.
Thank you for trusting us to be Your Eyes In The Field.
Behind-the-Scenes Look at the Campaign
Design Meeting at Megaborg
Giovanni Motta, art director at the Megaborg studio in Verona, Italy, reviews the ad concept proofs for the campaign.
Motta’s original sketches of the campaign concept will be displayed at the In-Situ headquarters in Fort Collins, Colorado, USA.