Dow came to us with budget for a single 30-second TV spot for their foam insulation, Great Stuff, set to air at 2 a.m. on local cable. Instead of a low-impact placement, we turned it into a full-funnel campaign. We launched “Great Stuff Goes to Great Falls,” filming locals in Great Falls, Montana, using the product to seal their homes and lower energy bills. The campaign delivered branded videos, how-to demos, a microsite, and a full rollout across digital, mobile, in-store, and print. We even redesigned the website to match the new messaging. What began as a late-night spot became a content-rich campaign with real results.