This ProjectWorks campaign was a huge success!
Alexis from Armstrong, regarding the campaign- “This campaign been a standout success for our demand generation efforts. The campaign has significantly amplified reach to our core architectural audience, helping educate them on the power of our collaborative design service and the value our deliverables.
The humorous tone of the campaign has really resonated with our audience, and that’s reflected in strong content impressions and click-through rates. Even more exciting, the increased awareness has led to a noticeable rise in direct inquiries from architects and designers about their projects. This self-service engagement has created a more seamless experience and opened a new channel for connecting with our customers, allowing architects to initiate collaboration earlier and more efficiently.
Overall, the campaign has performed well above industry ROI benchmarks, and we’re thrilled with the momentum it’s generated. We’d be happy for you to highlight this in your newsletter and marketing messaging.”
Armstrong World Industries had a novel idea to communicate the power of their new pre-construction design services to architects.
AWI dubbed the video “infotainment”. As a production company experienced in creating original content and always looking to leverage original power for advertising, we called it brilliant.
MAKE/ won the job by keeping to AWI’s production parameters, but much to our delight, Armstrong asked how we might take it up another level. The result was a Minority Report approach. Graphics projected in mid-air. In an environment that did not exist. Read — a ton of CGI, including 2D, 3D, and compositing. This project was a challenge, but our killer team, including internal design and tech talent from AWI, embraced and delivered. The link to the full video is in our bio!
Crew:
Writers – Alexis Gessner, Kim Lefever, Robin DeMackiewicz, Max Zug
Producer – Grace Wagner
Director – Max Zug
DP – Tom Fanelle
Cam op – Aaron Dienner, Dan Giangiulio
AC – Ruthie Grumbine, Nate Hoskins
Prompter – Gil Demirjian
Gaffer – Jeff Walker
Grip/electric – Mike Souder, Caleb Lawrence, Mitch Wheary
Sound – Jack Melbaum
Wardrobe – Jackie Walker
Hair/makeup – Liz Teaman
BTS – Ben Wenger
Camera package – MAKE/FILMS
Studio and lighting – Triode Rentals
Editor – Aaron Dienner
CGI – Adam Clark
3D – Nick Friez
Motion Graphics – Robin DeMackiewicz
Talent – Lauren Gambino, Enoch Porch, Nick Friez, Reid Phillips
View the Full Video below
