Approach
Our solution was to show how having an Angi Home made homeowners feel. We worked with the Angi team to craft scenarios that represented common home projects. Visually, our concepts were based on environmental portrait photography, which captures a subject in their home while providing insight into their lives. Each location felt unique and personal to the task we were representing.
A Branding Device
We developed a series of customized 'A's for each of our project vignettes that would be captured in-camera on our shoot to ensure the brand remained at the forefront of the campaign. These included baking 'A'-shaped cookies, embroidering an 'A' monogram into a towel, or crafting an 'A' out of mulch and decorative stones that could be used in the context of the spot or strung together to create a show vignette for social or digital marketing.
360 Campaign
Our partnership with Angi has allowed Brand New School to flex both our creative and strategic muscles. We developed original campaign concepts, wrote scripts, directed live-action, produced photography, and handled all digital marketing.
Credits
- Director / Executive Creative DirectorChris Dooley
- CopywriterDave Muhlenfeld
- CinematographerRick Diaz
- DesignersAmanda TolentinoJun YangShalinder Matharu
- AnimatorsGerald Mark SotoAnthony Kim
- StoryboardsTory Sica
- VFX SupervisorMark French
- CompositorsCharles Quinn
- EditorEben Bull
- Assistant EditorsRyan RigleyTyler Byrnes
- ColoristMike Howell @ Color Collective
- Music and Audio MixingFall on Your Sword
- VO RecordingSqueak E. Clean
- VO Talent + Talent AgencyAnya KrawcheckIngrid French Management
- CCOJonathan Notaro
- Managing PartnerDevin Brook
- Executive ProducerGarrett Braren
- Head of ProductionJohnna MacArthur
- Line ProducerDavid Wolfson
- ProducerChristina Chung