Microsoft Windows HPC

Creative Direction and Writing

The audience for high performance computing is a specialized one: scientists, researchers and engineers who require heavy-duty computing power. They deal in absolutes every day. For them, it’s all about the facts, so they view any kind of marketing with a healthy helping of skepticism, peppered with plenty of criticism if the message being delivered can’t be validated. Any message presented to this audience needed to be accurate, relevant, and above all, credible. So, we paid scrupulous attention to the details, down to using the correct equations in the composite images we created for the campaign.