Potential.

That was what -- for me -- summed up the greatest appeal of Red Giant Universe, a new subscription-based, constantly expanding library of plugins for visual effects and motion graphics artists. The idea that this library would be constantly expanding (like the universe), regularly updating with new (and super fast) tools, meant that a spirit of potential and possibility was fundamentally built into it. That excited Aharon Rabinowitz and I. So that's what we chose to focus on when building its marketing campaign.