USG, SURPRISINGLY STRONG UNDERLAYMENTS.
Over the years, gypsum-based underlayments have earned a reputation of being an extremely weak, unreliable product. But the new USG Gypsum Underlayments are just the opposite. In fact, their PSI (Pound-Force Per Square Inch) is better than concrete. This idea, Surprisingly Strong Underlayments, shows extreme force being put onto an underlayment by some outlandish scenario (ie Sumo wrestler on pogo stick). The tagline speaks to the ‘surprise’ of the strength of this gypsum-based underlayment, as well as the surprise of the image itself.
ROLE: Head writer and creator of concept.