Excessive modulation not required
I was asked to curb my usual emphases for a much straighter and less modulated read on this corporate explainer. The result is a calmer and deliberately less salesy message, even though it is of course trying to sell something, in this case machines of various types for product packaging. And for some reason, every time I had to say “bag in box” I kept thinking about wine. Client: Scholle IPN, USA.