Owens Corning set out to differentiate themselves on the show floor at the world’s largest residential building industry tradeshow, the International Builders Show (IBS). Sparks took their 1,600 sq. ft. product solution exhibit and converted it into an interactive digital building environment through the use of several touch and projected LED screens. Attendees engaged in the interactive animations by digitally peeling back layers of the house for a more in-depth look at product usages within its actual environment. The virtual interactive also provided an electronic lead tracking system that captured the end user’s interests based upon their viewing selections.