Art direction + copywriting
Long, long before smartphones, the mobile landscape was ruled by the mighty PDA (personal digital assistant). When NEC launched a CDA (corporate digital assistant) designed for enterprise users, the challenge was: How to position it as the tech geek’s choice, while still engaging the more image-conscious corporate end-user?

The solution was to remember that enterprise users are consumers, too. We photographed the MobilePro P300 like a luxury watch, and tied product design and tech specs together with playful copy that called attention to the device’s aesthetics. So even though the NEC P300 means business, it also has a sense of fun.
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