When you think luxury, concrete probably isn’t the first thing that comes to mind. But this humble material took center stage in the limited edition Vettis Concrete faucet by luxury fittings brand Brizo. Handcrafted from small-batch concrete, this unprecedented faucet pushes the boundaries of product design, and Brizo asked us to help use its launch to make an impression with high-end interior designers.

We faced the challenge of convincing designers that such an industrial material could be elevated to the heights of luxury. Not only that, but the faucet’s deceptively simple aesthetic hid the sophisticated engineering and craftsmanship behind its creation. So to change their perceptions, we treated concrete like a work of fine art in a campaign we called “The Beauty of Concrete.”

As part of the campaign, these print ads showcase stunning photography of Vettis Concrete alongside macro shots of the stone, sand and water that make up its signature concrete formulation. The exquisite visuals pair with copy that speaks to the craftsmanship behind each one-of-a-kind faucet—inviting viewers to reconsider their perceptions about concrete.

The campaign and launch event did exactly what we hoped: scoring more than 16 social million impressions in just over three weeks, generating buzz from high-profile tastemakers such as Jason Wu, Vanessa Deleon and Tommy Zung, and landing headlines on leading design outlets, including Design Milk. Most importantly, we helped our client earn credibility as a design pioneer—proving once again that Brizo doesn’t follow trends. It sets them.