Building partnerships for tomorrow
GF Piping Systems is a global leader in piping infrastructure, known for precision engineering and long-term reliability. As the business expanded into the Middle East through its partnership with Corys, the challenge was to establish the GF brand in a market that values heritage, trust, and modern innovation in equal measure.
Make Studio was brought in to shape a campaign that would introduce GF to this new audience with impact and credibility. The result was Partnerships for Tomorrow, a concept that positioned GF as a forward-thinking brand with the expertise and commitment to shape the region’s future infrastructure.
A fusion of two worlds
Our goal was to bridge the familiarity of the Corys name with the global weight of the GF brand. The campaign needed to resonate with developers, contractors, and decision-makers in the region, while also highlighting GF’s broader vision for sustainable progress. The creative direction was driven by the concept of collaboration and future-building. We developed the hero visual, the Plus Window, as a core asset shaped from GF’s ‘plus’ graphic; this window frames Middle Eastern inspired landmarks, symbolising the arrival of GF’s world-class expertise into the region.
To overcome licensing limitations around real-world locations faced by our client, we offered a solution by creating custom visuals with our sister studio, Make Believe. These hyper-real CGIs, inspired by the future-facing architecture of the region, were crafted using a blend of original sketches, digital modelling and AI-generated concept art. The result was a series of compelling campaign visuals, unique to GF Corys, with a consistent and premium style throughout.
Partnerships for tomorrow launch film
As colourful as their surroundings
The campaign was built around a phased rollout: Hero Visual, followed by Places, People, and Product. Each phase was supported by bespoke CGI scenes, all held together by the framing device of the Plus Window. Together, these elements conveyed GF Corys’ reach and impact across multiple layers of the construction industry. We created a total of ten original visuals, with a unique pastel colour scheme, inspired by the beautiful skies and environments of the Middle East. These visuals were all tailored to work across billboards, social platforms, and digital displays with each execution celebrating GF Corys’ values of precision, innovation, and local collaboration.
The campaign culminated in a short film, using motion graphics to bring the campaign message to life. Paired with bold messaging and high-end production, the film offered a complete overview of the brand’s ambition for the region. The launch campaign was a major success, with widespread visibility including Sheikh Zayed Road billboards, social media, and even stadium screens during PSG and Borussia Dortmund matches. GF Corys entered the market with confidence, backed by a campaign that matched their ambition and future-focused vision.
Find out more about us, or tell us about you.