The 3M Consumer Business Group approached us to come up with a fun way to create awareness for Scotch Mount’s Extreme-Strength Double-Sided Tape. Within Malaysia, the adhesives category is dominated by cheaper China-made products that aren’t very effective. 3M wanted to create simple comms that would highlight their superiority versus other brands.

The main objective of the art direction is to highlight the stress that the thieves are going through to carry the heavy concrete that the valuable antiquities (vase & painting) are attached to.

From a subject placement standpoint, we set the characters against a limbo-like dark atmosphere to really highlight their struggles. We wanted the agony in their facial expression and the uncomfortable contortions of their bodies to really standout.

From a 3D rendering standpoint, we made sure that every detail of their agony, more so in their faces, came out clearly and humorously.

A month after the launch of the quirky press and outdoor executions, an uptick (10%) in Extreme-Strength Double-Sided Table sales occurred within Malaysia’s top hardware store, Ace.