Facing a threat to market share from both new premium and lower-cost competitive products, Advantech wanted to inspire a new generation of builders to rely on the strength and steadfastness of their subflooring system.

The emotional benefit behind the “why” of product loyalty is often more compelling than the feature benefit alone. 

To motivate builders to select AdvanTech, I issued an ownable challenge for the audience and the brand: Bring Your A-Game. A set of builder profiles, created in an episodic format for various platform deliveries, created influential ambassadorship among builder audiences, leveraging stories of strength, steadfastness and commitment to quality beyond their builds to mirror the ethos of AdvanTech. Meticulous collaboration between myself and the director made this footage also able to be leveraged to deliver a brand anthem video in support of the campaign.