Amtico flooring. More than meets the eye.​

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the challenge.   Amtico Signature. It’s the crème de la crème of the luxury vinyl tile world. To make a splash with their commercial clients, such as architects and premium suppliers, they needed to break through the noise of their competitors, with a campaign that was truly eye-catching. 

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the work. ‘More than meets the eye’. The human eye reveals our true emotions – our pupils dilate when we marvel at something. But similarly, the distinct patterns of the iris are themselves works of art - much like the Signature collection itself. We created bespoke pieces of eye artwork, made with samples of the Signature flooring and shot them: using the photography to create custom artwork that the architects and suppliers could display. We also created supporting deliverables, such as a film, a custom gift box, social collateral, tote bags, notebooks and for specialist clients, a bespoke jeweller's loupe, so they could get up close and personal with the detail of the collection.

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the results. This distinct graphic approach and messaging of this campaign gave Amtico the chance to cut through the noise. By bringing the wonder of Signature to life in a bespoke, creative way, there’s more than meets the eye both in the collection, and the perception of Amtico’s brand at large.

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