Beauty where you
least expect it.

Campaign
/
Vettis Concrete

When you think luxury, you probably don’t think concrete.

Yet this humble material took center stage in Vettis Concrete, the first limited edition faucet from luxury fittings brand Brizo. It’s unprecedented. It’s unexpected. It’s stunning. But it’s also unlike anything else on the market. We faced the challenge of getting high-end consumers and designers to see concrete as more than an industrial substance.

To change their perceptions, we brought to life #TheBeautyofConcrete with stunning print, digital and social content, plus a launch event at New York Fashion Week. We elevated concrete to the height of luxury and proved once again that Brizo doesn’t just embody fashion—it redefines the boundaries.

Video

“The Beauty of Concrete”

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Print

Placeholder Image? Vettis Concrete Concrete Process Poster Print
Placeholder Image? Vettis Concrete One Show Print 4
Placeholder Image? Vettis Concrete One Show Print 3
Placeholder Image? Vettis Concrete One Show Print 2
Placeholder Image? Vettis Concrete One Show Print 1

Out of Home

Placeholder Image? Vettis Concrete Concrete Poster Mockup OOH
Placeholder Image? Vettis Concrete Concrete Wall Teaser Context OOH
Placeholder Image? Vettis Concrete Concrete Wall Launch Context

Launch Event

Placeholder Image? Vettis Concrete Event Photo 4
Placeholder Image? Vettis Concrete Event Photo 3
Placeholder Image? Vettis Concrete Event Photo 2
Placeholder Image? Vettis Concrete Event Photo 1

Digital

Digital Experience

An artisan approach to digital.

Each faucet was lovingly hand-poured in Victoria, British Columbia. To showcase this meticulous craftsmanship, we put the same care into the digital experience—iterating our prototypes until every detail was perfect.

10:55

Online Reservations

A reservation system for a collector’s item.

Since only 500 models were available, we put the reservation information front and center—allowing designers and consumers to claim a faucet as soon as they set their eyes on it.

Microscopic Photography

Photography at a microscopic level.

We worked with Berlin-based artist Susi Sie to capture the signature concrete mixture as abstract landscapes. Then we paired those textures with photographs of the faucet itself to illustrate the delicate process.

Animations

Storytelling in fluid motion.

Parallax motion and CSS/Javascript animations add an elegant sense of fluidity to the storytelling. To get the experience just right, we did round after round of motion studies, making sure we captured the perfect effect on every screen and every browser.

Social Campaign

An insider experience on social.

We couldn’t invite our entire audience to the launch event, but we helped recreate the sense of an insider experience with social teasers leading up to the reveal. Each hinted at the announcement, using exquisite macro shots and fluid textures. As the launch date approached, anticipation grew.

Making impressions—and headlines.

The storytelling continued from the countdown to launch and beyond. Our social campaign scored more than 16 million impressions, generated buzz from big names like Jason Wu, Vanessa Deleon and Tommy Zung, and landed headlines on leading industry outlets, including Design Milk.