Atlas Tube

The largest manufacturer of steel hollow structural sections (HSS) in North America was planning something big: a new mill that would be able to roll the largest HSS in the world, right here in the U.S.A. Something that big needed a campaign to make designers and builders sit up and take notice of the new mill and expanded size range.

To kick it off and grab attention, we started with a series of humorous videos that had engineers, architects and steel fabricators explain to a disembodied voice all the things that make the new Jumbo HSS sizes a big deal.

We followed those up with an animated announcement video that got into nitty-gritty details about specs and use cases.

Finally, we rolled the campaign out across the entire Atlas Tube website, building new landing pages and integrating Jumbo HSS messaging into Atlas's existing web presence.

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