the right agent
RE/MAX knows better than anyone that finding the right home happens when you have the right agent. For their 2022 broadcast campaign, we opted to depart from previous campaign styles in order to explore real human stories and the emotion built into buying and selling a home. In All Together, we tell the story of a loving family in search of a home that fits all of them. In Hustle, we show how being a RE/MAX agent takes hard work and pride. And in Front Door, we highlight the overwhelming emotion people feel when they think, “this might be the one.”
We were really excited to bring these stories to life at a time when home meant so much to everyone. This work is special to me because, although I’m always concepting, this was the most involved I’ve been in script writing so far in my career. I hope to continue building on that. (Thanks for letting me, Mike!)
On Muse by Clio
“All Together”
We also created a :60 and :30 of this story, which out performed all previous work for the brand. This was an especially beautiful team (from CK to Nomad and Sanctuary) to work with!
"Hustle"
"Front Door"
Case Study
We found that we had tapped into really relatable emotions, which translated to how the content performed. Of course, there is a case study to prove it.
We ran it back the next year…
Our challenge this year was to bring the agent’s character to the forefront without losing the authenticity and beauty we had established. To do that, we considered the ways a RE/MAX agent would support the emotional journey of home buying and selling. I loved dreaming up these stories with Mike, drawing inspiration from friends-of-friends, Reddit threads, and our own imaginations.
It was also a special opportunity to collaborate with nearly the same team as the year before, from the first round of script reviews all the way through finishing.
Moving Home
Point of View