United Aqua Group’s retail brand, AquaValue, was in deep need of an overhaul. Since each shop is individually owned, consumers were unaware that they were part of a larger collective, able to negotiate supplier contracts together to achieve better pricing while still retaining their mom & pop feel. My challenge was to carve a unique brand space within the already crowded pool store market. We wanted to position the brand as the local experts, a store you could count on for advice and repairs as well as products. And that’s how I created our affable, but clueless pool guy.
I wrote the scripts, cast, art directed and produced the spots—negotiating with those same suppliers to pay for the production in exchange for highlighting their brands. Then I built a website to help consumers find their local AquaValue store. The shops, who received the finished spots at no cost, aired them in their respective regions across local TV channels and even jumbo screens at minor league baseball games.
KIND
Brand, Video
ROLE
Art Direction, Creative Direction, Ideation, Writing
