Armstrong World Industries

"Mastering the Concept of MasterWorks"

Train internal sales representatives, distributors and retail salespeople about the new MasterWorks brand; communicate the concept of MasterWorks as a combination of technological advances and changes in work processes.

In order to motivate Armstrong’s salespeople and generate a buzz about their new product line, JPL created a video focusing on the concept and beauty associated with MasterWorks products. A string quintet was used as both a visual metaphor and music track, and combined with interchanging images of MasterWorks people and processes to introduce the new brand, processes and technologies.