Bringing Innovation Back Down to Earth
Creative Direction
Brand Strategy | Scriptwriting | Storyboarding
The Client
Founded in 1862, Pecora is the premier U.S. manufacturer of architectural weatherproofing technologies—100% made in America.
Well, there’s your problem
The Crux
In manufacturing, innovation has lost all meaning. Everyone claims it. Few prove it. In a category defined by specs, chemistry, and decimals, standing out isn’t about what a product does, it’s about why it matters.
SilcoPrime was the real thing: a genuine breakthrough that solved a long-standing industry problem.
But there was a bigger problem: no professional photography, no application demos, and no before-and-after visuals to prove the claim. The kind of assets most brands take for granted didn’t exist, making a digital launch an uphill climb.
Putting Proof in Motion
The Strategy
The answer was to reframe the story by transforming business problems into human problems. By focusing on real-world frustrations and the relief SilcoPrime brings, the brand could move beyond features and into something more relatable: confidence.
An animated video simplified complex data sheets into a clear, memorable narrative. Working closely with subject matter experts, the script and storyboard brought SilcoPrime benefits to life, showing exactly how it helps pros do their best work, without the needless jargon.