When Battle Medialab set out to produce the new Cognex campaign “Don’t Make History - Make the Future” they wanted a vision to reflect the company’s innovative business solutions.

Battle loves to create, inspire and reinvigorate powerful brands. Cognex gave them the perfect opportunity to get their creative juices flowing with a powerful brand. Cognex is an American manufacturer of advanced machine-vision and industrial barcode-reader systems, delivering improvements to any manufacturing process and enabling products to be made at higher speed, without defects and at lower costs. With those precise parameters, Partner/Creative Director Adam Dearborn and Art Director Oscar Bastidas wanted the best photographer, frequent collaborator and friend Claudio Napolitano to present the Cognex concept.

A visionary himself, Claudio is a master of light and motion who always stays ahead of the technological curve. He brought his unique aesthetics, insight and powerful use of light and exposure to bring the Cognex story to life. Cognex makes the future, but Claudio makes history and the future with art that transcends and communicates the best in what we can achieve.