THE CHALLENGE: After stumbling into a hit with their Morty and Lee Old Couple spot, Swiffer needed a way to replicate that success over a sustained campaign. Using a previous production company, their success rate was too low to justify production expenditure. They came to us to develop a method to guarantee a high success rate - both in passing their rigorous testing standards, and in raising sales.

THE SOLUTION We developed a method in all aspects (casting, , pre-production, production) to stay light and nimble, while also sacrificing neither image quality nor performance, and allowing our client to monitor and give real-time notes.

One of the most important aspects of working with real people is building trust, and we were able to spend two days shooting each :30 spot, allowing us to build real relationships and really get to know the families. Then, on the second day, we actually surprised them with the box of Swiffer Supplies, and gave them an opportunity to use them for the first time.

The reactions we captured on camera were genuine, and we were able to stay true to their stories. One important aspect we relied on was conducting pre-interviews where we recorded production-quality audio. This allowed them to be themselves with just me, and then when we shot, we could try and recreate that, or use the original audio.  

In addition to the broadcast English spots, we also engaged in social campaigns, Spanish language spots, and shot multiple spots with each family for the different Swiffer implements.