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WOULD YOU BUY A LASER FROM THIS MAN?

Challenge. It was the age-old problem --how do you build recognition with a limited budget?

Solution. Our approach was to use Sylvania employees as models and have the writer shoot the photos. There's something about real-looking people (ie: not posed models) that grabs attention, creates credibility and establishes a corporate personality.

An interesting sidelight is how we got the basketball to keep from falling out of the engineer's hand, since his hands weren't quite large enough to get a good purchase on the ball.

The secret: use Super Glue.

Everything was fine until the shoot was over and our engineer suddenly realized his hand and the ball were now one. He didn't stop fretting until someone unglued him with a bottle of nail polish remover.

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