When you launch a new product with a competitor dominating the market, you need to make a statement.

Georgia-Pacific Building Products is one of the most trusted brands in their industry. (They’re the same company behind consumer products like Brawny, Quilted Northern, and Dixie.)

But a competitor beat them to the market and is absolutely dominating the space.

GP looked to us to help them launch their product, bring awareness to this new offering, and educate their audience on its superior weather protecting properties. Take a look below at just a couple concepts I helped develop and present to the client.

Concepting Deck

During the concepting phase, I collaborate with clients, account teams, and designers to brainstorm strategic, attention-grabbing creative that has the depth to scale and evolve. I develop headlines, ad copy, and concept rationales. I then present the creative work to the client, make recommendations, and respond to feedback.

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_{*Project completed as an employee of FARM, LLC.}