“You have a rare talent for blending humor, performance, brand, and clarity in copy. Excellent job getting in all those tweaks that make these spots work”
— Derek Cann, VP of Marketing
In the midst of rebranding, we started working with Lumenati Productions to create our first direct-response commercials for Going. I joined the project to give feedback on directions and script iterations. After a few rounds of edits, the in-house team flew to Denver to help client-direct the filming. There I was able to provide notes on line alts, how the script was read, and more. From concept to execution, I got to work alongside the team to bring these spots to life.
Agency: Lumenati Productions
Creative Director: Kim Fred
Marketing: Erica Carter, Derek Cann, Deionna Edmunds
See the World 30sec
It all began with this idea: let’s construct a beach in Denver in the middle of winter where people can crawl out of a giant hole. Obviously, that was left on the drawing board. What you see today puts a spin on direct response advertising as we show members the world at their fingertips.
Poor Tim
Cutting down these scripts created a fun opportunity to make fun of Tim, or specifically, for Tim’s wife to make fun of Tim. Packing the humor into fifteen seconds, these two make the possibility of adventure that more attainable.
It’s actually pronounced girls trip…
Different joke. Same punchline. Their relationship is real, relatable, and fun. We got to play around with many of my favorite things: bad jokes, puns, and the need for a girls trip.
It wouldn’t be direct response without a testimonial
Deciding to do two different directions in one weekend of filming meant long days of coffee service and loads of fun.