Leading commercial shade cloth manufacturer Gale Pacific approached us to launch their latest product, Commercial Heavy 430. The challenge was to gain the attention of decision makers in the industry, primarily architects and specifiers who would be receptive to the technical innovation and value of the product. To achieve this our strategy involved establishing a striking campaign image combined with an alluring headline. We developed a technical yet aesthetically beautiful feel, aimed squarely at the architect and rolled it out across a range of key touchpoints. Digital and press advertising combined with a highly tactile, personalised mail sample pack and product strength test video to demonstrate the superiority of the new product along with the extensive colour range.