"In touch, in depth, invaluable". BASF's "Performance and Formulation Additives" division advertises with highly aesthetic imagery by ergo Kommunikation. BASF counters the brightly colored advertising of its competitors with a subtly colored, almost black-and-white title motif. This is because the additives that give BASF customers' colors their luminosity and stability are themselves generally colorless. For each product, a separate particle motif was rendered in a combination of 3D modeling and elaborate post-production. The key visuals were complemented by object photographs by Axel Schmidt.