Seven years ago, Primaloft was the world leader in material science technologies and solutions, but you would never know it. That’s because, while this small business based in Albany, NY was reinventing the textiles manufacturing, nobody outside of the industry had ever heard of them. We were charged with creating a campaign that would transform the brand’s image in B2B, while establishing the brand in the crowded space of B2C. To add to the challenge we had to hit three targets–Brand Partners, Retailers and Consumers, with the same campaign. And it had to work globally.

Recognizing that the brand was innovating a fast as they were growing, we constructed a modular narrative around the highest level of performance, plus unmatched comfort, with a thread of innovation running through the fabric of the story. This allowed the brand to pivot messaging on a feather, to speak to the brand’s history, innovations and commitment to sustainability, internally and externally, without ever straying from the company’s core values. Fast-forward to today and you can feel the results as the the campaign has transformed the company’s image from an anonymous textiles manufacturer in Albany, New York, into a category leader that’s synonymous with innovation in manufacturing science, worldwide.