Lowe's - Home to many possibilities (2021) :60 (USA)

This anthem spot for Lowe's has lots of details in the many rooms. I love the idea of using the Lowe's gable logo as a way to house every family, that's a nice touch and I can see this visual carrying lots of ideas.

But what you can't tell from looking at the ad, is how they managed to make this during Covid lockdown and shooting restrictions in California. 

It began with casting, each family that you catch a glimpse of in each room is a real family, a real couple and a real multi-generational household. Everyone cast for each room had to already be living together. The ad was also directed by Roman Coppola, remotely, meaning that everyone was in different rooms during the shoot as well, keeping social distance.

Yet when you look at the finished ad, all you see is a great big house, where everyone is nesting and improving their home. True creativity has really shined during these covid-restrictions, solving shooting problems and creating ideas that work despite restrictions. Neat. 

CLIENT CREDITS

PRESIDENT, CEO: Marvin Ellison

EVP, CHIEF BRAND AND MARKETING OFFICER: Marisa Thalberg

SVP, BRAND MARKETING: Jennifer Wilson

DIRECTOR, BRAND ADVERTISING: Bailey Surrett

CREATIVE PRODUCTION MANAGER: Staci Sullivan

ASSISTANT BRAND MARKETING MANAGER: Sarah Hohmann

SENIOR MARKETING MANAGER: Alyson Tagliaferri

BRAND MARKETING MANAGER: Cameron Sellers

ASSISTANT BRAND MARKETING MANAGER: Brianna Nowac

MERCH MARKETING SR. ANALYST: Abby Russell

MARKETING STRATEGIST: Kristina Panuski

LEAD MARKETING ANALYST: Davenport Robinson

SR. BRAND MARKETING MANAGER: Meghan Frazer

Ad agency: DEUTSCH LA

EXECUTIVE CREATIVE DIRECTOR: Sorenne Gottlieb

CREATIVE DIRECTOR: Evan Brown

CREATIVE DIRECTOR: Curtis Petraglia

EXECUTIVE PRODUCER: Lauren May

SENIOR PRODUCER: Jamil Bardowell

ACCOUNT MANAGEMENT EVP, GROUP ACCOUNT DIRECTOR: Matt Matzen

SVP, GROUP ACCOUNT DIRECTOR: Kim Withee

ACCOUNT SUPERVISOR: Cathlyn Gonzales

ACCOUNT COORDINATOR: Leyla Yalman

ACCOUNT PLANNING SVP GROUP STRATEGY DIRECTOR: Meghan Campbell

STRATEGIST: Maya Thompson

BUSINESS AFFAIRS/TRAFFIC SENIOR BUSINESS AFFAIRS MANAGER: Joanna Lee

BUSINESS AFFAIRS MANAGER: Rebecca Hyatt

LIVE ACTION PRODUCTION COMPANY

THE DIRECTOR’S BUREAU

DIRECTOR: Roman Coppola

DIRECTOR OF PHOTOGRAPHY: Bob Yeoman

EXECUTIVE PRODUCER: Luke Ricci LINE PRODUCER: Julie Sawyer EXECUTIVE PRODUCER / HEAD OF PRODUCTION: Jenni Sprunger CFO: Susie Wrenn BIDDING PRODUCER: Ash Marshall EDITORIAL COMPANY UNION EDITORIAL EDITOR: Tim Thornton-Allan

ASSISTANT EDITOR: Chris Walker

PRESIDENT / MANAGING PARTNER: Michael Raimondi

EXECUTIVE PRODUCER: Joe Ross

POST/VFX THE MILL

EXECUTIVE PRODUCER: Anastasia von Rahl

PRODUCER: Daniel Beldy

EXECUTIVE CREATIVE DIRECTOR: Robert Sethi

CREATIVE DIRECTOR / 2D LEAD ARTIST: James Allen

3D VFX SUPERVISOR: Chris Bedrosian

3D LEAD ARTIST: Graeme Turnbull

COLORIST: Fergus McCall

EXECUTIVE PRODUCER, COLOR: Fawn Fletcher

SENIOR COLOR PRODUCER: Megan Rumph, Denise Brown

LICENSED/COMPOSED MUSIC, CREDITS AND TRACK INFO COMPOSED BY: South Music / Walker Music

AUDIO POST COMPANY LIME

EXECUTIVE PRODUCER: Susie Boyajan

SENIOR PRODUCER: Kayla Phungglan

MIXER: Rohan Young

ASSISTANT MIXER: Jeremy Nichols

GENRES: STORYTELLING