Hitachi's huge rolling stock presence in rail is supported by some incredibly sophisticated traffic management software. Reggie London was commissioned to create a video that captured the power of this software but in a non-technical way. We told the story through the eyes of the busy rail commuter portraying it as the invisible presence that keeps the network moving.

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Hitachi were so pleased with the video that they asked us to look at the marketing campaign for desssan, their rail network design cloud based software. We created a campaign which successfully rolled out as an email and social media campaign with short promo videos, press advertising, brochures and exhibition stand design.

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To tie the dessan campaign together we devised the strap line 'We put the AI into Rail' - a play not just on the acronym for Artificial Intelligence but also on the Japanese word for love - 'Ai'.