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TimberTech, the #1 brand in premium composite and PVC decking and railing solutions, and part of the James Hardie portfolio of exterior products, announced its new marketing campaign, “The Future of Decking,” marking a bold next chapter for the brand. Developed by the internal James Hardie creative team, the campaign will roll out across digital and social platforms, streaming TV, and select print publications.
Designed to reinforce TimberTech’s category leadership in outdoor living, The Future of Decking brings the brand’s product story to life through striking, futuristic animation paired with expert perspectives. The campaign features interviews with TimberTech’s product designers and material scientists, who explain how TimberTech’s products are engineered to deliver authentic wood aesthetics, superior performance, and purpose-driven sustainability. Together, these pillars define what TimberTech calls “Everything Wood Should Be” and bolsters the brand’s commitment to resilient beauty.
Visually bold and unmistakably modern, the creative breaks through category clutter while showcasing TimberTech’s advanced materials and craftsmanship. The campaign highlights how TimberTech products are made with a majority of recycled content and engineered to outperform wood in outdoor applications—offering long-lasting beauty without the maintenance, splintering, rotting, or fading associated with traditional wood decks.
“Innovation at TimberTech has always been about reimagining what’s possible outdoors,” said Samara (Sam) Toole, chief marketing officer at James Hardie. “The Future of Decking brings our leadership to life—showing how TimberTech combines the warmth and beauty people love about wood with advanced materials that deliver long-lasting performance and sustainability. It’s a powerful expression of how we elevate outdoor living through design, durability, and smarter material choices.”
The campaign also spotlights TimberTech’s best-in-class fire resistance and Cool Touch Technology across key collections, underscoring the brand’s commitment to creating outdoor living solutions designed for real-world conditions. By combining advanced materials science with elevated design, TimberTech continues to set the standard for premium decking that performs as beautifully as it looks.
Click here to learn more about “The Future of Decking”.
About TimberTech
TimberTech, a leading innovator in composite and PVC decking and railing solutions, is a brand under the James Hardie portfolio. James Hardie is the industry leader in exterior home and outdoor living solutions, with a portfolio that includes fiber cement, fiber gypsum, composite and PVC decking and railing products. Our family of trusted brands includes Hardie, TimberTech, AZEK Exteriors, Versatex, fermacell, and StruXure.
With over 8,000 employees, James Hardie boasts 31 operating sites, 6 recycling facilities, and 6 research and development centers globally. Powered by a dynamic workforce, we're united by our purpose of Building a Better Future for All through sustainable innovation, a Zero Harm culture, and a commitment to empowering our people and communities. For more information, visit www.jameshardie.com.
TimberTech has earned recognition from Fast Company, Good Housekeeping, and TIME among others for its brand leadership and product innovation.
