My Role: Creative direction on the client side; managing resources; reviewing creative.

Notes: This ad was part of a series launching a new product. The brand featured a large blue circle in conjunction with the product name to build recognition.

Besides the use of corporate design standards to tie the campaign together, the blue circle would also be incorporated into each concept. The circle was implied in each of the active lifestyle ads. In this version the circle is the blue spotlight on the main dancers.

Ironically, the actual blue circle with product name is oddly absent from the series of ads. As a result, the value of the brand recognition and the blue circle concept is a little lost without viewing the entire campaign.

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Introducing CENTRA. Central to What Really Matters.

* e2e wireless enables precise localization, so he instantly knows that other dancers are right beside them.
* DataLearning ensures his volume preference for music is learned and adjusted automatically.
* SoundSmoothing efficiently suppresses the clattering of heels on the floor, so he doesn't miss a beat.

What really matters to wearers is enjoying the most natural, personal, and comfortable listening experience possible. That's why Siemens developed e2e wireless. e2e wireless is the only binaural synchronization technology that couples signal processing -- for the most natural and precise localization. CENTRA, the world's most wearer-focused hearing system also features breakthrough technologies like SoundSmoothing and DataLearning. For more information on this bold approach to better hearing, contact your Siemens Sales Representative at (800) 766-4500.