Odetics' Broadcast division was confronted with a major problem when it came time to convert their product offering from analog TV to digital. The market for their robotic cart machines virtually disappeared overnight and they rushed a software solution for managing a TV station from a single workstation onto the market.

The marketing materials for the new product were developed with an eye to leveraging the company's substantial brand equity and clearly explain the workings of the new software product and how it integrated perfectly with legacy equipment. The illustrations Michael created gave personality and clarity to very complicated concepts.