PRODUCT LAUNCH: ULTIMATE PLUS BLACK PPF
XPEL - 2021
Overview
In September 2021, XPEL launched Ultimate Plus Black, a high-gloss, self-healing black paint protection film (PPF) variant, expanding its flagship PPF lineup. Built on the same advanced 8 mil polyurethane base and self-healing topcoat as Ultimate Plus and Stealth, it offered a bold aesthetic twist—deep mirror-like black accents on hoods, roofs, mirrors, or full-body coverage—while providing high-end protection from rock chips, bug acids, bird droppings, and light scratches with a 10‑year warranty.
At the time, there were few films like it on the market, with demand growing in the space along side conventional vinyl wraps. I worked directly with the Product & Sales team to develop launch assets along with landing pages & strategic product targeting to position Ultimate Plus Black ahead of the Color PPF curve.
Challenge
Convincing an established industry of film installers & vinyl heads to try something new is no easy task. Instead of attacking the "full color change" we took more of an accessorized approach.
Additionally, the success of the approach was directly tied to the availability of patterns to promote the ease of protective restyling - making DAP software an integral part of the messaging.
Lastly, the product needed a comprehensive roll-out. It had to make a splash, and feel significant in a space chock full of restyling products, and capable of out-performing the competitors.
Additionally, the success of the approach was directly tied to the availability of patterns to promote the ease of protective restyling - making DAP software an integral part of the messaging.
Lastly, the product needed a comprehensive roll-out. It had to make a splash, and feel significant in a space chock full of restyling products, and capable of out-performing the competitors.
Solution
I sunk some serious hours into convincing leadership that we just needed a car, a location, and a little bit of early product. After scouting the areas surrounding HQ's installation facility, I teamed up with San Antonio's installer of the era and we set to work on a weekend crafting content. Utilizing a customer's Porsche GT3 RS (with permission, of course) we set out to show just how quickly you could protect & restyle any vehicle with a few squeegee passes.
Outcome
The launch was a success - we brought Ultimate Plus Black to markets across the globe, building out landing pages for product information and lead gen on every company owned web property. The launch lit up social media, youtube, and the News Wire like wild fire, and the product has since been met with consumer acclaim from installers and customers alike.
Toolset
This project is a shining example of balling on a budget. I used bare bones, entry-level camera gear, a few borrowed lights, a rented camera dolly, and every spare battery I could get my hands on. Most of the editing was completed in Photoshop. The video was created with Final Cut Pro and a few handy plugins from Motion VFX.
Next Steps
As the launch of Color PPF looms, the next steps are clear: crush it. It's as simple as that. The market has been begging for a protective film that can out-perform vinyl, and with enough time in the lab, The Company is sure to cook up something that can change the game, in product, and in presentation.
MEDIA DISCLAIMER: All XPEL product images, branding, and packaging designs are the property of XPEL, Inc. and are used here for portfolio purposes. Video assets, including the product launch trailer, were produced BY ME. Additional images or footage may be sourced from XPEL’s official marketing materials, website, and publicly available content. All rights remain with their respective owners.
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