The photo above is a box former. It has a "servo driven high-precision THK linear rail plunger mounting system for absolute head-to-cavity positioning". Huh? That's an elevator speech designed to make me get off a few floors early. The company makes box forming machines for the packaging industry. You need one if you want to make 120 pizza boxes a minute. They'd love to sell many of these machines, but as you can see in the header of this post, the photos of these devices aren't winning beauty contests, or even a hint at what they're capable of.
How do you market a machine that makes boxes? By showing what the machine does, not a photo of the machine.
Explain the result of the technology, in this case, with endless loops of mini gif animations to give a customer as many times as they need to understand the what the machine creates. - Lin Wilson / Madison, WI
Animated gif of the formed box
Animated gif of a wrapper being formed
Animated gif of an endloader box
Animated gif of a bag trimmer
Gif animations by Lin Wilson. Big thanks to art director Ken Young in Atlanta for really getting into the details of how the animations need to summarize a process in a simple way, but show some essential details.