When Alkegen wanted to spotlight their new AlkeGel™ aerogel insulation, we pitched them something a bit unexpected.

Instead of a typical industrial demo or product walkthrough, we channeled a campaign structure that’ll feel familiar to anyone who remembers the legendary “I’m a Mac” era of advertising. Two characters. One product. Plenty of personality.

Enter: AlkeGel vs. Traditional Aerogel.

One’s easygoing, flexible, and clean and comfortable in humid environments. The other’s stiff, dusty, and stuck in the past.

What happened when we pitched the idea?

Alkegen said yes. They embraced a consumer-level creative direction for an industrial product, a space where marketing is too often forgettable and gray. And the results? Anything but boring.

We brought AlkeGel to life in a series of light, funny, and highly watchable videos that make the benefits of this next-gen insulation instantly clear:¸

• It’s cleaner & easier to install. No hazmat suit required.¸
• It’s more flexible. Even in a downward dog.¸
• It’s comfortable in hot, humid environments. Like a sauna, or an industrial refinery.

By personifying the product and its competition, we created a shareable, scroll-stopping campaign that’s helping Alkegen stake its claim as the clear leader in high-performance aerogel insulation.

No specs. No spreadsheets. Just smart storytelling and a little help from a hazmat suit.

We also made sure the production matched the strategy.

These videos weren’t shot on exotic locations or blown-out budgets. We kept things lean and smart, filming in a Pasadena studio with a tight, efficient crew. This let us deliver polished, high-impact creative that didn’t break the bank, and proves you don’t need Super Bowl dollars to create something creative and memorable in the industrial B2B marketing space.

The results?

The videos are generating serious buzz and engagement in a space where attention is hard-won, and rarely this entertaining. Because even in B2B, boring is optional.

Creative doesn’t have to match your industry. It just has to match your ambition.