Life only happens once. Don’t miss a bit of it.
Reframing the “luxury” of a premium cleaning service.
Because you choosing the moments that matter most is exactly why Merry Maids exists.
Client
Merry Maids
Creative Direction: Katy Stafford
Art Direction: Amanda Mercer, Ryan Greaves, Ingrid Hop
Motion Direction: Morgan Tinney
Copywriting: Austin Roeters
Scriptwriting: Taylor Buekema
Photography: Geoff Shirley
Videography: Rich Evenhouse
Editing & Production: Scott Tanis
Directing: Lori Gotschling
No one can do it all. So we make our “to do” lists and try our best to check everything off. Usually, that looks like menial tasks taking priority over space for connection. Without intending to, we miss the moments where magic actually happens.
As a mother watching the days with my newborn son fly by, concepting “Get back to living” with our team felt like it was flowing from my very soul. From refining the market positioning to crafting playful and mess-ridden scripts, we made it our goal to capture the ordinary moments that end up mattering most in the day to day. Then, we showed how Merry Maids tailors their services to help make those moments happen.
Genuine and heartfelt, this campaign is so inviting and was an absolute pleasure to bring to life.
ServiceMaster brands limit their ad buys to :15 spots instead of traditional :30s. Concepting these shorter spots is a special skill, requiring precise composition and timing in every shot to deliver our Merry Maids story in an engaging, but clear way. This spot nailed it. And the slow motion glitter brought all of the messy drama we needed for a big payoff.
There are so many delightful shots tucked into this spot that give it a modern point of view and really celebrate the attention to detail and professionalism of the Merry Maids team. Styling a science fair kitchen, complete with a volcano, took this story to the next level.
Getting
results
-
Above anything, Merry Maids needed a brand refresh to guide their website redesign. That’s where this project started. Activating the brand with an entire campaign of assets flowed from how deeply the client fell in love with the storytelling potential of this concept.
-
For a number of reasons, Merry Maids had stopped investing in their brand and their marketing. But the result had done considerable damage to their brand awareness and market share. With the brand under new direction, our work served as a fresh start for their team, driving a revitalized approach to marketing and storytelling that resonated with both internal and external audiences.
-
With a new and differentiated value proposition, Merry Maids is poised to reclaim market share and generate new leads with target audiences.
