The challenge of this campaign was to create an impactful visual campaign that would turn heads and heighten brand awareness without apology. The goal of the campaign was to directly catch the attention of Larry Ellison and create a groundswell around “Violin Memory” and their rising name in the industry. The campaign, named Insanely Powerful, camped around the idea of superheroes and the power of kryptonite and employed the talents of famed entertainment photographer Dave Hill, directed by VDI and its partners to bring the campaign concept to life. In a quote about the campaign buzz and build Violin Memory’s CEO Don Basile during a Bloomberg Business Week interview, commented, “Our demographic is people in their late 30s to early 50s,” Basile says. “They grew up on Star Trek, Star Wars, and comic books. They respond to three basic things: power, visions of the future, and sex.” Versatyle Design Inc and its principal partners developed three stunning headlining images that unabashedly reinforced the idea of Power, Beauty, and Speed as lay claim to by Violin’s CEO, Don Basile, the media campaign hit all major International Airports and major broadcast Bay Area Bill Boards, impossible to overlook. The campaign was deployed across the full spectrum of print and electronic media, initially intended for a three-six month campaign run. The campaign in its success was extended for additional 6-8 plus months, with some billboards still residing in international airports today.