Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Finished
16 Mar 10:00 GMT / 06:00 EST

The Drum Digital Transformation Festival launch

FEATURING
Gordon Young
Editor-in-chief at The Drum

Ridiculous Feats of Durability by Marcus Thomas

Date: Feb 2020
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
16 votes

When Roppe Corporation became the first commercial floorer to successfully integrate DuPont Kevlar into their rubber stair treads, they turned to Marcus Thomas, whose niche knowledge of the commercial flooring space made them the perfect agency to re-introduce Roppe to the market with its new line of rubber stair treads with Kevlar.

The idea of reinforcing stair treads with the same material found in ballistic body armor and military vehicles might seem extreme – even ridiculous. Marcus Thomas embraced that idea and developed product demonstrations that were nothing like the industry standard tests.

Dubbed 'Ridiculous Feats of Durability,' these tests of toughness showed how Roppe Rubber Stair Treads stand up to things like a falling piano and a glass trophy case. Other surprising characters and elements added to the ridiculousness of the demonstrations, which were filmed on Phantom high-speed camera to capture the destruction in super slow motion.

Due to the nature of the shoot, the process was extremely high risk/high reward. While the product had been through nearly a decade of research and development, the team only had one take to see how it would stand up to the extreme testing conditions. The spots are not just intended to be engaging and memorable, but to also drive home the key message of how the durability of Roppe’s Kevlar products meet a serious need for potential customers.

Credits

Chief Creative Officer: Jamie Venorsky

Creative Director: Stephanie Burris

Art Directors: Doug Herberich, Brian Roach

Writers: Stephanie Burris, Scott Pierce

Producer: Jena Lesar

Director of Digital Design: Kelly Ziel

Digital Producer: Carolyn Fertig

Social Content Creator: Michael Nichols

Production Company: Think Media Studios

Director: Julia Thorndike

Executive Producer: Brian Glazen

Planner: Stefanie Zawack

Account Lead: Jason Schafer

Overall Rating
5/5Vote
Overall Rating
0/5Vote

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.