I'M SO GLAD YOU'RE HERE.
Al's garden & home
THE GOAL: Re-vamp Al’s Garden & Home CTV advertising to appeal to Gen-X and Millennials.
Al’s Garden & Home, a local plant nursery with a sizable home goods and fashion section, is a consistent advertiser with KOIN. So when I was tasked to produce updated CTV and pre-roll spots for them, I knew they needed a little extra splash.
Their goal is to gain more customers from the Gen-X and Millennial group, and I knew that replaying the same old message wasn’t going to cut it. With a tough housing market, there’s fewer percentage of Gen-Xers, and even less Millennials, who own homes with yards. Or if they do have some green space, they might be newer to the gardening life and need more guidance to get going.
This is what drove my pitch to tweak their messaging. Instead of simply showing all the great plants, tools, pots, and home goods they have, I proposed that we highlight how Al’s can transform different types of spaces - from small apartment patios to family friendly yards.
After getting the green light, I got to work writing a :30 script and creating a detailed storyboard and shot list. I added a little flair to the commercial by including some ‘seamless’ transitions between different ‘sets’, and when the shoot day came - we were well prepared.