The Challenges There were several hurdles we faced, the most foreboding was the tight time line. SFPG was awarded the job less than a month prior to Seybold. Another was how to present highly technical information to a computer literate audience in a visually striking manner. A technically savvy audience like Seybold's means that they need a tremendous amount of new product information presented in a stimulating way. The Approach There were three tasks at hand: the first was to attract people to the booth. A :60 video montage was run hourly. In it, we see highly saturated images and international icons that were composited in Flame and on D1. Animated text of the seven colors of the spectrum were overlaid. The messages "Color is Everywhere" and "Fiery is Everywhere" are introduced over a driving world beat sound track. The video introduces the live spokesperson. The spokesperson gives a brief overview of Fiery's market position and details why the term "Fiery Print" has become synonymous with color printing world wide. All the while, the video continues to project behind the speaker. The third section is live demonstrations of new Fiery color servers working with the color copiers of EFI's partners (Canon, Xerox, IBM, etc.). Helping illustrate the demonstrations is a Macromedia Director movie incorporating Photoshop, After Effects and Quicktime elements that are integrated into the overall presentation. SFPG designed, scripted, shot, edited and directed a show that incorporated video, Director movies, live talent and sound design for 72 shows during the three day conference. The Upside Because of EFI's prominent position in the graphic and print world, Seybold's spotlight traditionally shines brightly on Fiery. However, this was the first time that EFI used an outside animation and production company to showcase their product line. The company's initial skepticism was washed away by the effusive praise and enthusiasm from standing room only audiences. The impact succeeded all expectations.