Mastergrain
Opening doors with cinematic storytelling.
THE IDEA
Defend Your Domain: When monsters knock, MASTERGRAIN™ answers.
We created digital videos featuring mythical creatures like sea monsters and dragons, each symbolizing extreme Canadian weather. In every scene, the chaos is shut out by a MASTERGRAIN™ door. The campaign blended spectacle with product photography to show that homeowners can have both style and security, introducing the brand to a wider audience with humour and a strong visual identity.
A
Where the audience is headed
Today’s buyers demand doors that do more.
Premium buyers aren’t just looking for protection. They want a statement. Doors that stand strong against storms and make their home unmistakably theirs. In a sea of bland choices, they crave something bold, confident and visually striking. Our campaign had to match that ambition.
B
Where the brand is headed
From behind the scenes to front of mind, MASTERGRAIN™ goes consumer-facing.
Known for quality and craftsmanship, MASTERGRAIN™ was making its first foray into the luxury consumer market. To stand out, it needed more than specs. It needed a campaign that could match the strength of the product with a message that made an unforgettable first impression.
C
Where the culture is headed
Extreme weather is raising the bar on how we protect where we live.
As extreme weather becomes more common across Canada, premium homeowners are seeking exterior doors that deliver on both durability and design. But the category remains crowded with sameness, dominated by functional claims, uninspired visuals and little emotional connection.
16,000+ clicks that drove homeowners to learn more.
5.4M impressions generated across digital channels.
+27% increase in overall website traffic during the campaign.