When to know enough is just enough. Ericsson had too much information and needed a message to communicate how a multi-purpose, multi-technology network node enables operators to meet their three priorities in relation to data traffic explosion: differentiation, control and monetization.

The above video is work that makes you jealous, inspires and does both simultaneously.  The beauty of this video is that it is a great example of the changing nature of how instruction can communicate an idea [not just a product].  It shows how Ericsson moves data around, and why it matters.

The House of Radon did the creative work and really hit the nail on making sense out of a concept. The video’s message “appeals to the senses.” Data, nodes, operators, differentiation–all of these ideas in Ericsson’s brief are just so much insubstantial vapor. House of Radon’s video translates them into snappy factoids, which helps. But the idea of embedding them into physically appealing touchscreen interfaces–and then embedding those into a series of viscerally evocative first-person live-action scenelets, where just a hint of sound effects and out-of-focus background action instantly tells your five senses everything they need to know about what’s happening outside the edges of the frame–that’s what makes Ericsson’s brief make sense.

House of Radon’s relentless cutting from new interface/location to new interface/location, three dozen times, is an essential part of getting the message across. As more and more innovative companies find themselves “selling” invisible-but-essential ideas, this kind of advertising-as-sensemaking becomes more valuable than any glib “Got Milk?”-style product campaign ever could be. Does every spot need to cram in 30-odd interfaces and locations to make its point? Of course not. But the designers behind this House of Radon spot know that, sometimes, “too much” is just enough.