Client: Xylem, Smith Blair
Agency: LoSasso Integrated Marketing
Credits: Kyle Briggs (ACD, CW)
creative strategy & art direction, production
Smith-Blair, a Xylem company, wanted to make a statement with their new product launch and regain footing as leaders in the market. A pipe coupling system with innovative features and a patented restrain system. We were tasked with the product launch campaign as well naming the product. OH! And the name had to reflect the Smith-Blair roots in Texarkana.
Razorbacks are impressive predators known for their swiftness, intelligence and razor-sharp bite. This “bite” reflected a differentiating point- its ability to bite in and lock onto pipes.​​​​​​
We developed a creative campaign around this name, highlighting RazorLock’s unique, continuous 360-degree bite. We delivered creative, cohesive materials that made a splash while working within tight brand and template restrictions. 
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