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Unidrive is an industrial drive that can control almost anything, from skyscraper elevators to Formula 1 test rigs. It accounts for 50% of Control Techniques’ global sales but had become somewhat taken for granted. Amid commercial pressure, we were asked to come up with a bold relaunch campaign.


Obsessives come included.

The customer experience is as much about the service you get as the product itself. Everything down to the software code can be personalised. Their rivals don’t offer this. To show both product and service, we shot a series of people squeezed inside the drive. All four are genuine CT employees, not models, representing service, engineering, programming and technical support.

They say

“They took apart the brief we gave them and produced something magical… quickly it felt like working with team members rather than an external agency.”

Gavin Sevier, Head of Launch and Campaigns, Control Techniques

Advertising campaign

Creative concepts

Art direction




Obsessives included

Showing off a personal service in an impersonal industry


Live projections behind them illustrate what they do, be it talk, code, design or offer 24/7 support. These were used for ads across print, online and video.


3D modelling was used in an extended cut of the video to talk about product details. In a sector with limited visual flair, the campaign has launched with a big impact, with a takeover of the leading trade magazine.

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