Advertising | Copywriting
  • Nexans Olex
  • Disegno
  • Press Ad
  • Concept
  • Art Direction
  • Copywriting
  • Graphic Design | Finished Art Disegno

There’s an inherent challenge when developing advertising solutions for truly complex products that require the keenest of insights in order to unravel their intricacies.¬†Instrolex was one such product.

Made by the world’s largest industrial cable manufacturer, Nexans Olex, Instrolex is deployed in performance critical environments, like mines and factories, where the implications of failure are dire. Indeed, even if everything else goes down, it still needs to function.

As is often the way, a metaphor can help transform the oblique and unrelatable into something that is instantly understood. In this case, by likening Instrolex to the body’s finely calibrated system of nerves and veins, there was a point of reference that went beyond the veil of industrial jargon.

Instrolex Image