MyMicrobots Brand Robots™ are only “robots” in the sense that pet rocks were “pets”. Still, they’re pretty fun to look at under a microscope.

HT Micro, a precision fabrication company in Albuquerque New Mexico, needed to showcase their ability to make really small things. As is the case with most start-ups, there was no budget for costly demos, buying ad space in trade publications, or shotgun direct mail campaigns. And there in resided the challenge.

Create an engaging campaign that showcases a one-of-a-kind technology, and appeals to a niche market of engineers (geeks with microscopes). Oh, and uh… it can’t cost anything. The microfabrication space still suffers from stigmas associated with nanotechnology. Investors are scarce after having been burned by the big hype over all things small.

I still remember the conversation (nearly 2 years ago) with my creative partner in crime Vincent Thome. While it remains unclear who said it first, the phrase “Pet Robots” was uttered, and the rest was history (I say it was Vincent).

When we realized there was a profit to be made on every sample sold, it made even further sense to have HT Micro donate their net proceeds to breast cancer research. Finally tiny robots that lived up to the hype of making the world a better place!

I’m very proud of both the Creative that went into this project, and its contribution to a good cause. See them in “action”!

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