A launch that had to stand out
Amtico leads the market in luxury vinyl flooring. For the launch of its premium Signature collection, the brand needed to drive immediate specification while supporting its long-term brand strategy. The campaign had to excite commercial customers and give them confidence to specify Signature in their projects.
Care in every detail
Across Amtico’s audiences, one idea keeps showing up: care. For specifiers, that means reducing risk, supporting ambitious designs and trusting that every detail will stand up to scrutiny. The launch needed to make that care visible from the very first glance.
Seeing the craft
‘More Than Meets the Eye' uses the human iris as a visual metaphor for detail and individuality. Just like the Signature collection, every iris is intricate and unique – turning the campaign into a striking expression of the care and craftsmanship behind every Amtico floor.
Built to hold attention
The campaign sparked immediate engagement with specifiers while strengthening Amtico’s long-term brand presence. Signature launched with impact – showing that a campaign can drive sales today while building trust for the future.
