Hobas Pipe | DEFY
Lead gen campaign
Roles: Associate Creative Director & Designer, Campaign concept and look & feel, Advertising, trade show presence, landing page design
Tools: InDesign, Photoshop, Illustrator, Figma, Wordpress
Hobas Pipe engineers some of the strongest, longest-lasting pipes in the world — with a 150-year lifespan that far outperforms steel, concrete, and PVC. While they dominate the sewer market, their challenge was breaking into the entrenched pressure water market, where outdated materials still define America’s failing infrastructure.
To shift perceptions, Hobas asked us to build a demand generation campaign that would cut through decades of status quo thinking. My goal was to break category conventions — moving away from the light blue palettes and generic industrial backdrops every competitor relied on — and create a brand presence that felt bold, immersive, and impossible to ignore.
The result was the DEFY campaign: a visceral, inside-the-infrastructure experience. By placing audiences in the trenches with workers and through the pipe with engineers, the creative emphasized scale, durability, and grit. Rolled out across print, digital, trade shows, and a dedicated landing page, DEFY stood apart from competitors and redefined Hobas’ brand presence as a leader in both innovation and longevity.
