Zillow (2020)

In 2019, Zillow was in the midst of a significant business transformation, from a product-centric listings offering to a customer-first, full-service real estate company, and they needed help repositioning the brand in the minds of consumers.

But, just as we were gearing up to launch a new brand platform, the pandemic set in and upended peoples’ lives as well as the entire real estate category.

So, over the next few years, we helped Zillow navigate a period of dramatic change while building a brand around empathy and a keen understanding of the emotional side of real estate.

The Real Value of Home

When the country first went into lockdown, the real estate market came to a standstill. But instead of going dark like the rest of the category, we showed customers that we understood just how important our homes had become. One of the first true productions of the COVID era, the spot was written, directed, shot, edited and finished in the span of three weeks without anyone leaving their homes (our DP shot his own family in his own house).

Ready for a Change

As stay-at-home orders were lifted and remote work opened up new possibilities, Americans were fantasizing about moving in a big way. We wanted to capture this moment and let people know that, while they might not be ready to move just yet, we’d be there to help them when they are.