From behind the wall to the spotlight
The situation: Uponor, a global leader in potable water systems, faced a pivotal moment: launching a new product line into a highly competitive market while navigating a corporate acquisition. Known for products hidden behind walls, the brand needed to step forward with absolute clarity and confidence.
The breakthrough
“How the Future Flows”—a creative platform that elevated technical reliability into a bold, future-forward story. At its center, a witty, visually striking film dramatized the calm assurance of leak-free systems, amplified by a wrapped mobile tour truck, immersive sales tools, and dynamic point-of-sale assets.
By transforming invisibility into impact, the campaign repositioned Uponor from a quiet supplier to a market authority, owning the industry narrative at a critical moment of change.
Additional 15s spots
My contribution:
Campaign Strategy: Co-created the platform narrative to align a complex product launch with a corporate acquisition.
Art & Film Direction: Directed visual execution across the hero film, mobile tour, and point-of-sale assets.
Client Leadership: Partnered with executive stakeholders to protect the integrity and momentum of the work.
Results
98%
Qualified leads at the AHR trade show
450%
Increase in paid search traffic
2x
Lead volume year-over-year with only 15% increase in budget
59%
MQL to SQL conversion versus a 30% target