Armstrong :: GreenBuild 2009

Armstrong wanted to celebrate the 10-year anniversary of their Ceiling Recycling Program at 2009’s GreenBuild show by building green from flooring to ceiling. It didn’t take us long to get behind the wheel of a to-scale 1968 VW bus ... and then mulch it.

Armstrong :: GreenBuild 2009 :: Ceiling Power
A 20' x 20' booth is good, but a biodegradable VW bus is groovy.
When every piece in your booth is made from a sustainable material, it becomes very important to tell the booth traffic that you went to the trouble of making those good things happen. 
Dude. Hippies dig bubbles.
The flower tree was our trippy hippie version of a freestanding product info display. Using smARTBOARD let our butterfly wings bend and our petals take shape.
Despite starting with a happy, cartoonish Mystery Machine type of cleaned-up hippie look, Armstrong kept pushing for a hand-painted, dirtier, rustier look, and we were thrilled to give it to them.
And a little Keystone State "creative license" to top it all off!
The Client
At the GreenBuild show, even recycling gets a birthday party. Armstrong Ceilings wanted to celebrate the 10-year anniversary of their Ceiling Recycling Program by building green from flooring to ceiling.

The Challenge
The stage was set by Armstrong as they announced their Ceiling Power groovy 70s theme in a pre-show campaign. The next step was figuring out what structural shape that called for, and it didnt take us long to get behind the wheel of a to-scale 1968 VW bus.

The Strategy
To build a bumper-to-bumper green vehicle, we used a STUDIOetc-developed sustainable structural material called smARTBOARD recycled, recyclable, and repulpable  and printable on both sides. In fact, printable with crisp enough detail to make a dirty, rusty, gritty hippie bus look pretty authentic. As the one who got to painstakingly illustrate every detail of that bus, I only cringed a little when after the show, we ran the whole thing through a chipper and chopped it up into biodegradable mulch to spread in the surrounding convention center grounds.

My Role
Concept Development
Creative Direction
Art Direction + Design
Illustration
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