Georgia Pacific

Fiberglass gypsum products may not be the
sexiest category out there. But, I love
the challenge of taking a brand like Georgia
Pacific and doing something cool.
The strategy was to tell builders and architects
that everything they build has their name
on it. So use the product that will keep their
good name intact. We decided to show that
in a very literal way. I'm proud of the work,
given the category.