The drilling fluids product line had a goal of gaining marketshare. Baker Hughes needed to show brand awareness around the drilling fluids product line in the Gulf of Mexico. Marketing targeted high foot traffic areas such as Lafayette airport and roads throughout southern Louisiana. A one page ad was ran in multiple industry magazines and journals, as well as targeted social media ads.
While working with the senior 3d modeler, I wanted to avoid the technical information and being literal with the copy. (The clutch is a term used in measuring the viscosity of the mud.) I let the talent of the modeler do the talking. Together we created an iconic image. Its clean… but its mud. It was memorable and resulted in significant conversion rates. The product line grew marketshare over 17 percent in 2019.
