- Client
- AluK
- Sector
- Construction
- Where
- UK-wide
- Stages
- Grow
- CGI illustration (Our House)
- Metin Seven, represented by ComicHouse
- CGI and motion (F82)
- Lucid
01 / The brief
Show the whole house.
AluK does far more than sell profiles. It designs systems, tests them, trains people, paints and stores them and gets them out on the road. Most customers only ever see one part of that.
The goal for Our House was one picture that shows the whole business at a glance. For F82, it was to give a new door system a launch with a bit of theatre, in an industry used to product sheets.
02 / What we did
Four letters, one house.
- The Our House idea, with AluK's name built as a house, a room for everything done in-house
- Art direction for the CGI, from first pencil sketch to finished render
- A campaign microsite with clickable hotspots for the design studio, testing, training and paint line
- A press ad, The Aluminium Systems House with it all in-house
- Campaign emails, including one on the paint line and finishes
- The F82 launch look, the door in a dark warehouse lit with red neon
- Short F82 launch films and stills
03 / The result
One picture that explains a lot.
Our House gave AluK a single image that does the job of a whole brochure. Every room in the letters leads to a part of the business, on the site, in the ad and in email. F82 showed that a building products launch can look as good as anything in a showroom.
04 / The longer story
Everything under one roof
AluK's strength is that it does it all itself: system design, testing, training, painting, storage and delivery. Saying that in a list is easy. Showing it in one picture people remember is harder, and that's what Our House set out to do.
A name you can walk around
The idea was to build AluK's own name as a house. Each letter holds a part of the business. Tiny people test windows against wind and rain, train in the academy, run the paint line and load the lorry. It started as a pencil sketch and was made in CGI by an illustrator who works in exactly this toy-like style.
A microsite with rooms to explore
On the campaign site, the house became the navigation. Click a hotspot and you go into that room: the design studio, the testing facilities, the paint line and more. The same image ran as a press ad and in a series of emails, so customers met one consistent picture wherever they saw it.
F82, out of the house and into the warehouse
For the F82 sliding folding door, the setting moved somewhere moodier: a dark warehouse, black frames and red neon. Short films open the doors and glide through the light.
Where this came from
Gav did much of the design work on these campaigns at his previous agency, working with CGI artists and developers. It's here because building products deserve better than a spec sheet, and this shows what happens when they get it.
05 / Services on this job
