PENTAIR RESIDENTIAL FILTRATION / BRANDING & CREATIVE
An unexpected print campaign for industrial water-treatment valves, featuring an extremely cooperative colleague and some equally uncooperative yoga poses.
AdStudy | Signet Research Award
In recognition of advertising which achieved outstanding readership response as measured against all other ads appearing in Water Quality Products, September 2012 issue.
The Campaign
Industrial water-treatment equipment is not exactly known for entertaining advertising. Working with Pentair’s marketing communications team, I helped bring a playful campaign to life for the Fleck 5800 and XTR2 valves. The advertisements used exaggerated poses and humor to communicate product flexibility and intelligent control.
What I Did
I art-directed the photo shoot, designed the finished advertisements, and used extensive Photoshop compositing to create poses our model, Jay, could not actually perform. The campaign concept was a collaborative effort with Pentair’s MarCom team.
A Campaign People Remembered
Jay was a Pentair employee and was well known locally. The advertisements drew enough interest that we produced poster-sized versions for him to sign and give away. The campaign also received Signet Award recognition.
MY ROLE Art direction · Photo compositing and retouching · Print ad design and production
CONTEXT Previous employment at Pentair Residential Filtration