Case study — USG · Fungi Media
USG Ceilings
New Market
Client
USG · Fungi Media
Role
Direction · Product · Film
Year
2026
Disciplines
Photography
Film
01 — Problem
Known for being utilitarian, unknown for aesthetic solutions
USG is widely known for its drywall and suspended ceiling products, with their recent acquisition of Ceilings Plus added incredible new offerings that needed brand awareness. They found it impossible to source architectural photography that adequately represented thier products, as most architectural photography does not emphasize the ceiling.
02 — Solution
Imagery Built for how the brand actually sells
In a multi-year-engagement we produced a full library of tactile and visually descriptive hotography and motion assets, both in-studio and on location. The design team also rebuilt the design of their catalogue and we photographed every product they sell standarizing the photography across multiple product lines.
03 — Impact
A media library that is more than a sales tool
Activation moved from a forgotten folder to a two-second search. The studio delivered the full identity, product UI and film in a single slate.
Selected assets
High-quality images with a different focus.
Shot to celebrate material and light, not just document product — so every frame works hard to convey the unique experience of each product.
