Clopay - power gawkers - integrated CAMPAIGN - 2024 - CONceptual art director -ww - director: Michael fagen - copywriter: rachel bakerÂ
An integrated TV, streaming, print and digital campaign for North America's largest residential garage door maker, built on something every neighborhood has: people who judge your house, and a door that wins them over.
The Challenge
A garage door is a big, considered purchase that most homeowners don't think about until they see one that transforms a whole house. Clopay needed homeowners, builders and architects to see a new door as the fastest way to give a home the "wow" factor.
The Idea
Every neighborhood has them: the walkers who judge every house they pass. I turned them into the Power Gawkers, four power walkers in full retro gear roasting house after house, until they stop dead in front of a Clopay door. Then the payoff: two giant W's flank the garage, and the door itself becomes the O. WOW.
the revivial
Revived by the client in 2026 as the Power Couple series: the concept outlived its first flight.
Revived by the client in 2026 as the Power Couple series: the concept outlived its first flight.
