Owens Corning Insulation & Roofing

Build the model right once, and it pays for the next decade.

Eight years ago, working through Interrupt — an agency of record for Owens Corning — VIZ built a 3D model of a complete house. Every assembly, every layer, every product in place. It started in SketchUp and grew into a BIM-accurate asset that has since become the single source for an entire visual library: the Material Difference Home.

Insulation and roofing share a marketing problem — the product disappears the moment the house is finished. Nobody sees the wall assembly, the attic, the underlayment, the air barrier. That's exactly what VIZ Cutaway® was built for, and this project is where the technique matured. Slice the house open and every product becomes visible, in context, doing its job.

From there the model kept earning. Cutaways became interactive experiences: at the International Builders' Show, eleven touchscreens ran simultaneously off assets derived from that one model, letting builders explore assemblies hands-on. As Owens Corning acquired new brands, the model extended to cover them — one geometry set, many product lines.

The same house has appeared in print, brochures, billboards, trailer wraps, trade show environments, motion graphics, and web experiences. Eight years of output from a model built once, correctly.