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WaveGuide Illuminates Sunroom
for Owens Corning

Cinematographer Tom Burke, key grip Luke Bonneson and production supervisor Steve Reed make final preparations on the “floating sunroom” set for the Owens Corning “Never Settle” TV spot at the WaveGuide Studios stage.

Atlanta’s PSI Advertising was recently tasked with creating a four-spot national TV campaign for Owens Corning’s revolutionary new SunSuites sunroom. They turned to WaveGuide Studios for complete production and post services to create all four spots from start to finish. WaveGuide Studios recently completed the fourth and final spot in the campaign, “Legacy.”

“Each spot in the campaign was stylistically unique, and traded on a particular facet of the product’s competitive advantage,” according to Marshall Peterson, WaveGuide Studios president and director of all four spots. “But all four had to strongly emphasize the brand proposition: ‘Finally. There’s a sunroom that feels like a room.’

Because the product was entirely new to the market, the first two spots were produced without benefit of a location installation. The first spot, “Marker,” was produced entirely from animation and still photography. The second, “Never Settle,” was shot against blue screen in the WaveGuide Studios insert stage, in which a complete sunroom had been constructed (without window glass). The background was filled in with a combination of still images and a 3D animated living room. The same stage set was used by WaveGuide Studios for still photography to create a leave-behind brochure for the product. WaveGuide Studios performed all the graphics and compositing for both the spot and the photos used in the brochure. John Stevens, PSI vice president, called “Never Settle” and the SunSuites brochure “the best examples of their kind in the entire home improvement industry.”

The third and fourth spots, “Bluebird” and “Legacy” were shot at actual SunSuites installations, in Atlanta and on Long Island, respectively.

According to Peterson, “The purpose of the first two spots was to introduce the product. The next two spots were designed to make you lust after them. The spots focus on the lifestyle a homeowner can enjoy in a sunroom that “actually feels like a room.”

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