The SOPRANATURE® Toundra Box from SOPREMA is a modular, all-in-one pre‑vegetated system for building rooftops developed as a response to challenges of sustainable development. It is essentially a green roof in a box that has a proven track record from more than a decade of use throughout Europe. The Toundra Box provides a sustainable solution to help compensate for the loss of ecosystems in urban areas, while adding beauty to buildings, improving stormwater management and reducing long-term costs.
French-based SOPREMA is a 114-year-old company that offers a comprehensive line of commercial roofing, waterproofing, wall protection and civil engineering solutions. The company planned to introduce the Toundra Box product into the United States and Canadian markets. This multinational corporation is a global leader among sustainable waterproofing and roofing industries, and is at the forefront of responsible product design and sustainable operations.
SOPREMA wanted a visual way to convey the benefits and flexible use of this modular system and how it simplifies installation for commercial structures in large cities and industrial environments, especially on difficult-to-access roofs. The company wanted to have a video created to demonstrate its innovative vegetative roof system to the North American market.
From Creative Concept to Production
Vice president of marketing for SOPREMA North America, Jeff Guritza, contacted The Design Edge to manage the video development process, from creative concept to production. He had previously worked with The Design Edge in bringing new sustainable packaging materials to market as a marketing director at Ranpak Holdings Corp, and knew the creative design firm could take the wheel, strategizing and managing the details.
Because the product would be launched in the United States and Canada, local locations for shooting an installation were not available. Travel and management involving aerial photography or video of an on-site installation overseas were cost prohibitive.
“We needed a way to convey a very complex, multi-faceted concept that would educate the audience as well as sell them. It needed to look compelling without breaking the bank. The Design Edge team suggested an illustrated video concept combined with existing assets to control costs and still look amazing compared to the price tag and challenges associated with shooting live video,” said Guritza.
Design Edge partnered with a Cleveland-based video animation studio. The The team worked with a group of decision makers within SOPREMA to address key marketing objectives and develop the strategic creative approach, and provide project management, script writing and art direction.
Following its launch in August 2021, the Toundra Box video has generated significant interest and awareness of sustainable roofing products and available technology for vegetative roofing systems in the U.S. and Canadian markets. Architects, contractors and building owners who have been looking for cutting-edge green technology, responsible product design, and manufacturing, and sustainable operations in building construction for a greener tomorrow are finding the solution they have been looking for in the Toundra Box product from SOPREMA.
“The resulting creative allows SOPREMA to leverage this video and evolve it into other product lines in the business.
This is the first of what will surely be many videos in the series,” said Guritza.
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