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Mohawk Group

The client

With a commitment to excellence in design, innovation and sustainability, Mohawk Group is the world’s leading manufacturer of quality commercial flooring.

The challenge

To create a digital experience that tells the story of 7 disparate product lines under one common theme. Just in time for the showroom and product launch at Neocon.

our services

Strategic Planning
Photography
Video production

 

project story

For the past 5 years, Mohawk Group has commissioned us to support their participation in the annual NeoCon design conference in Chicago.

NeoCon has served as the world’s leading platform and most important event of the year for the commercial design industry since 1969.

It’s kind of a big deal for our friends at Mohawk Group. The event marks the launch of their impeccably designed showroom and the latest product offerings. In our recent work together, our role was to understand the significance of three coinciding product launches and their impact on key target audiences, then to develop a digital experience that created a fever among buyers for what was to come.

We collaborated closely with Mohawk Group’s product design team to ideate a theme that encapsulated the next evolution for the brand. We landed on: Floors That Move You. And used this as a foundation to create a digital experience that would, well, move you.

Our challenge with this digital design was to tell the story of 7 disparate product lines under one common theme—and make it compelling to boot. So we storyboarded and filmed a series of case study-inspired videos and still photos to help tell the story cohesively.

In each video, the narrative of the product line followed a consistent arc in execution and flow. We incorporated secondary footage of the product production process to invite our audience behind the scenes with a close-up, exclusive look at both innovation and finished products. The videos were hosted on a microsite that included a simple yet full outline of each product—from initial inspiration to execution, giving the curious all the answers they needed without having to ask.