For the Hasselblad H4D-200MS campaign we decided on a theme that would allow us to communicate the benefits of this highest-end camera system in a very straight forward manner. The solution, titled The Story is in the Details, took actual images shot by this ultra hi-resolution camera and hid the messaging in tiny texts embedded in the actual images. In this way, the messaging about the amazing detail enabled by this camera use that very detail as the channel via which to communicate.