Intelligent Medical Objects, Inc. designs software for managing complex medical data repositories. Our challenge was to “humanize” the appeal of a complex, rather esoteric information management system called “Adaptive Data Manager” (ADM). While we produced technical copy that describes the technological features and advantages of ADM, we created a concept that focused on the human concerns of the people who are responsible for maintaining medical data—and implicitly of those whose data is being stored. The ads emphasize ADM’s features that streamline application development, provide intrinsic security capabilities, and enable databases to scale efficiently—all benefits to the developers and database administrators to whom the ad is targeted.