The 2019 Campaign
Extra Space came to my agency for their first ever brand-level campaign in 2019. We developed an integrated program that included OOH assets with hyper-local copy written for key markets (New Jersey, Atlanta, and Boston), plus digital & connected TV assets nationwide. We developed a hero video plus multiple cutdowns that could be microtargeted to different demos, and produced a library of images for the brand to use across placements. I led the campaign creatively and wrote all copy.
Production Partner: Vagrants
The 2020 Campaign
Extra Space returned for an updated campaign and strategy, but of course, 2020 had its own diabolical plans. We needed to scrap our script mid-way through development to pivot and produce a spot that was much more COVID-friendly.
With the help of our production partners at Vagrants, we remotely cast three different sets of talent in three different locations around the country, then sent them mobile recording devices. The entire shoot was directed remotely with talent filming themselves on some special equipment and software. The result was a hero video and cutdowns that we ran across OTT, social, and other digital placements.
