Brand Spot

After years of forgoing custom-shot brand campaigns, HGTV was ready to update the narrative of their offerings in honor of their 30th anniversary as a network. So they came to us with a question: how could we celebrate this landmark moment by expressing what’s at the heart of all they do as a brand?

While HGTV’s shows may focus on building, renovating, and styling houses, we identified a core belief that drives them: a house is not a home until someone lives in it.

We set out to celebrate this truth by telling a 30-year story of a home in 60 seconds. From buying a first house and raising a family, to reminiscing about all the memories that happen within its walls, we created a story in which anyone could see themselves, regardless of age or stage of life.

From writing the script and selecting the music, to the painstaking detail of the production design, wardrobe and set dressing, we aimed to visually express the 30-year history of a single home with a cinematic authenticity.

Shot over two days and spanning from 1995 to present day, we evolved each room’s function and decor to mirror the growth of the family within. Our goal: to show HGTV as a partner in navigating all of life’s chapters.

From the launch, audiences from all walks of life immediately saw themselves in our story – from new homebuyers to empty nesters, and even non-homeowners like young adults who left their childhood home behind.

A viral storm of organic reactions to the piece took over TikTok, with tear-stained fans and emoji-driven comment sections celebrating the brand and its messaging: “Together, we make it home.”