AMPLIFIED
DAP AMP Premium Caulk LineWhen your product is called AMP, subtle isn’t an option.
Getting AMP’d up
Product Videos // Branding // Creative Direction // B2B // Photography // POS
GETTING AMP’D UP
DAP introduced AMP as a premium addition to its caulk and sealant lineup—but with a name like AMP, it deserved more than the standard product treatment.
We built a launch campaign inspired by rock-and-roll energy, leaning into performance, attitude, and a visual style far outside the norms of the category.
From a hero film to product singles, photography, point-of-sale displays, and sales collateral, the campaign gave AMP a bold identity across every touchpoint.
PRODUCT LAUNCH
The hero piece led the rollout, supported by a full suite of product videos and launch assets designed for retail, web, and trade.
By pushing beyond the expected visual language of the category, DAP introduced AMP with a campaign built to stand out—on shelves, online, and in the field.
TURN IT UP
AMP broke away from the visual language of the category and gave DAP a launch that felt bold enough to match the product name.
The campaign earned an American Advertising Award and became the lead creative system for the product line across multiple channels.
Product Launch
This piece was the lead and anchor for the whole line.
It also picked up an American Advertising Award!
Product Videos
WINDOW, DOOR & SIDING
KITCHEN & BATH
GUTTER
CONCRETE / SPECIALTY