Atlantas PSI Advertising was recently tasked
with creating a four-spot national TV campaign for Owens Cornings
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 products 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. Theres 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
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.
For more information, see www.waveguidestudios.com.