Featured case study | Brand Campaign

2018 Brand Campaign

Armstrong Flooring

We brought new meaning to making impact.



Our client needed a better way to tell the story of the superiority of Diamond10™ Technology.

Diamond10™ Technology is a patent-pending innovation from Armstrong Flooring that harnesses the properties of real diamonds to create the highest scratch, stain and scuff resistant Luxury Vinyl Tile (LVT) flooring in the industry. Armstrong approached us to help them launch this revolutionary technology at two leading industry trade shows – GlobalShop in Las Vegas and NeoCon in Chicago – for two key audiences, commercial office and specialty retail.

Project Types


For the events, we not only designed and developed Armstrong’s full-scale booth and graphics but also produced an attention-grabbing, crowd-drawing demonstration video that captured the supreme durability and stain/scuff resistance of Diamond10™ Technology in a scenario that many of us can relate to.

"I think it is one of the best videos we have for catching people's attention and could be used in ads again."

April Hoelscher , Sr. Marketing Manager, Commercial Channel


We smashed expectations.

Not only was the work a big hit at both events, our client's email campaign featuring the video outperformed past campaigns with an open-rate average of 35%, which is 10% above the manufacturing industry's standard. Also, in a little over a year, the spot became the second-most-viewed commercial video on Armstrong Flooring's YouTube channel. The client also ran a (:30) teaser ad of the video on YouTube to drive traffic to their website that generated 6,615 views from 355,486 ad impressions.