LP 7D Ride

The brief was simple and not obvious: make building materials unforgettable.

LP Building Solutions needed a reason for contractors and builders to stop walking the floor of the International Builders' Show — the largest annual light construction show in the world, 1,400+ exhibitors across 600,000 square feet — and come into their booth. Not browse. Stop. Stay. Tell someone else.

The answer

A full 7D experiential ride. VR headsets, motion chairs, water spray, scent. A multi-stop journey through LP's product portfolio that put you inside the materials — moving through weather events, watching siding hold while everything around it gave way, feeling the environment react as each product performed. Every stop in the ride, a different part of the line.

What I did

I was Design Director on the project and drove the production end to end — making all creative and design decisions from concept through delivery, in under 90 days.

That meant writing the script, working with an illustrator on the storyboard, sourcing the motion chair vendor, finding the animation studio, finding the programming team who could sync chair movement and environmental effects to the animation frame-by-frame. It meant flying to LA to spec the chairs in person — riding them, giving direction on where the drops and jolts landed relative to what was on screen. It meant choosing Oculus headsets and coordinating every vendor toward a single experience that had to land in one take, in a loud convention hall, for someone who had no idea what they were walking into.

The moment I knew it worked: my own team rode it. They'd been in every brief, reviewed every storyboard frame, knew every beat. They still flinched.

The result

The show bore it out. LP's booth was selected by the NAHB as one of three stops for U.S. Secretary of Housing and Urban Development Ben Carson. Coverage followed in Builder, Custom Home, and LBM Journal. 2019 became LP's most successful IBS showing to date.

• 485+ leads generated
• 195% year-over-year booth traffic increase
• 17 media outlets engaged
• 2,279,519 earned media impressions