Datacolor’s product SpyderX is the latest version in a long line of color calibration tools that have been released over 18 years. They needed to find a new way to create excitement and make it the must-have product for the target audience.


The Movie in the Mind℠ we revealed

Photographers want to achieve their creative vision. To do that, they need to be confident that the colors they see on their computer monitor are accurate to what they shot, and they want the process of calibrating it to be quick and easy.

How we made SpyderX the star

We positioned SpyderX as “the best Spyder ever: the fastest, most accurate and easiest to use.” The messaging platform shows technical superiority over past Spyder models while creating a nuance that implies superiority over the rest of the category.

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Unexpected Thinking

We created a campaign that spoke directly to the adventurous spirit of photographers by highlighting the incredible lengths they will go to for the perfect shot. By juxtaposing the ease and convenience of SpyderX, we portrayed it as a necessary and desirable tool for photographers.


Sales and activations for SpyderX have continuously increased since launching. Internally, the campaign is seen as one of the most successful Spyder launches in Datacolor’s history.

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Product Positioning
Value Proposition
Brand Personality (Voice)
Brand Messaging Platform

Brand Marketing
New Product Launch
Banner Ads
Print Advertising
Brochures & Collateral

“We’re incredibly happy with the work BrandTuitive delivered. According to our CEO, they’ve helped lead one of the best product launches in company history.”
— Director of Marketing, Datacolor