Non-PRO English to Chinese Art/Literary Advertising / Public Relations

While QUAD used 'lifestyle' images to promote it's inception, it was never afraid to create ads that bordered on the academically technical.
我试译为：虽然QUAD使用“生活方式”形象来宣传自己的诞生，但它从来不惧怕打出在学术上与技术接壤的广告。

to promote it's inception和bordered on the academically technical.不好理解，而且我也没弄明白这整句话想表达的意思，请哪位高人帮忙指点一下。