The creative path

“We went into this project focused on creating a unique space for ABBYY's audience to enter. The reality was that this was a straight-forward, form and document processing show—very black and white—and we wanted the audience to see in color. Early ideas ranged from carnivals to fairytale settings, but in the end, we decided that developing graphic novel-like superheroes was the most entertaining and memorable way to tell the ABBYY story.”

Narrowing the field

“We began by creating the background—a moody cityscape and cloudy sky. Next, we created powerful, superheroes based on ABBYY solution sets and a villain that represented the chaotic inefficiencies of document processing challenges. In essence, we personified the solutions and the struggles. The final stage was giving all the characters catchy names.



The client loved the concept and visual executions. People were drawn to the space and made aware of ABBYY's heroic solutions with this fun and visual framework.”

About the characters

This was the fun part. Who could resist cool superheroes named "Data Dominator," "Engine Reactor" and "Blaze OCR"—especially in form-fitting leather and latex? And of course, the evil villain, "Queen Chaos" who will stop at nothing to spread chaotic inefficiency to the paper-based world of document management. And what better way to debut ABBYY's cloud and mobility offerings than with a spaceship?

It's a universal story of good and evil, but the good guys always win in the end. Through the characters, we helped ABBYY educate their audience about their range of technologies and solutions and capture their imaginations. And best of all, it drew a lot of traffic to their booth.