In 2016, Shark revolutionized floor care with DuoClean—a dual-brush roll technology engineered to pull in large debris rather than pushing it around. To showcase this competitive advantage, we built a visual strategy around: The proof is in the "Piles". Capturing dramatic side-by-side comparisons of massive messes disappearing in a single pass, the creative direction drove a 27% increase in POS ($28M) in the stick vacuum category and established a multi-category vacuum strategy.