The main objective of the video was to catch people’s attention as a YouTube pre-roll ad and to familiarize them with CertainTEED’s new products, which are part of new innovation in insulation, especially for wet coast weather.
It was important to show that not every insulation is identically created, and to highlight that: Smartbatt is so beneficial that it is the only one capable of standing out from the others.
At first sight, Batts of insulation have a paper texture. So, the original idea was to use a papercraft style which matches such product appearance, but in the characters. We took it a step further, and created expressions and positions in every particular body and face, providing them with a personality that describes their attributes, to give a more human and expressive impression: the silly, the smart and the filthy ones.
Defining the tone and creativity of such a ludic spot was a great achievement, enabling us to mock competitors while still focusing on highlighting the unique technology of SMARTBATT mainly.
We felt good about creating a playful video which pokes fun at the competition but is even more focused on displaying the unique technology behind SMARTBATT in foreground.