The fastest way to grab attention is to hint at how a product benefits the consumer in a visual way. In this case a heavily reinforced pipe— made for the petroleum industry — was pliable and flexible enough to set down within a trench, but not springy. Both ideas were used as trade ads and as large booth graphics. While to some it would seem counterintuitive to not focus on the product, remember that in most cases industrial products look much alike. In addition, it costs quite a bit to prepare, shoot, and then retouch images to make them presentable. This approach offers more impact and is more cost-effective.