Structure Engineers are the ‘Structural Scientists’ of the building industry. They are responsible for the integrity of a building. So when constructing a midrise they often default to poured concrete because it’s what they know.However, in many cases poured concrete is more product than is needed. It’s heavy, slow, and expensive. USG Structural Panels have the durability, defense against rot and mold, and fire resistance of concrete while also significantly reducing the weight of a structure, according to this new print campaign. The creative shows that poured concrete can slow down the building process and the panels offer a simpler solution that is faster and easier.CreditsExecutive Creative Director: Doug KampCreative Director: Ted WahlbergAssociate Creative Director: Mark SedlacekAssociate Creative Director and Copywriter: Greg FiorettiSenior Art Director: Matt OlsonProduction Director: Natalie SnyderProduction Manager: Laura MartinezDirector of Digital Delivery: Vic EdmondUX Engineer: Juan LozanoAccount Director: Dusty WilliamsAssistant Account Executive: Taylor Ion