Skylight “Wrong Tool”

Our latest project with Skylight was a humorous campaign highlighting how their calendar tames family logistics. “Wrong Tool” was a hyper modular creative designed to show how the right tool can calm the chaos while the wrong tools can drive you wild.

Rather than shooting one commercial cut, the concept was built on a modular approach with the opportunity for thousands (that’s a real number!) of assets. Every setup, line and camera angle was designed so the scenes could be swapped and reassembled for their unique channels and audiences.

In the end, we delivered several distinct :30 + :15 TVCs, and a massive library of assets for continuous testing and cuts. A framework built for a modern marketing team who need high volume content, including top of funnel and paid ads, without living on set year round.

Directed by Thomas Beckner

Casting, Locations, Production and Post by Little Bear Studios