This was a series of ads designed to focus on the modular “process” while highlighting a key project to validate its market. In the modular industry, one of the processes of construction consists of moving “pieces” of a building into place and assembling them like giant legos. The concept for this ad design was inspired by that perception… yet strategically showing marvelous case studies that would not often be thought of as “modular” construction. This concept was reinforced by the body copy which acts as a “re-definition” of the word “modular”. The challenge here was to help Williams Scotsman redefine popular perception that modular meant: small, portable, classrooms, and create a new perspective while promoting the “process” of modular construction.  A clean look and well received.