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.
