Frontdoor, a provider of home service plans, is launching an app for home repair and maintenance. Enabled by its proprietary Streem video technology, Frontdoor will now empower homeowners to tackle their home repair and maintenance tasks by connecting them with a pre-qualified expert via video chat who can help diagnose and solve problems in real-time. Frontdoor will also offer homeowners a range of other benefits, including DIY tips, maintenance reminders, exclusive discounts on appliances and systems, and more. The Frontdoor app has membership plans for every homeowner, including a free plan with no commitment, and will be available for download through the Apple App Store and Google Play in mid-April.
An interesting leadership and team story is also connected to this brand and campaign launch. Frontdoor CEO and chairman Bill Cobb came out of retirement in June 2022 to lead Frontdoor’s digital transformation. Cobb was previously the CEO of H&R Block and eBay North America. He’s joined by CMO Kathy Collins, formerly CMO at H&R Block and Massage Envy. This reunion of leaders marks a reunion of their agencies as well. Chemistry and Fallon are teaming up once again to lead the Frontdoor brand forward–the two agencies worked with Cobb and Collins while they were at H&R Block and Collins at Massage Envy.
Fallon is handling the Frontdoor brand strategy and select creative duties with this initial TV musical spot, “We Fixed This Toilet,” directed by Rami Hachache of production house PRETTYBIRD.
Chemistry is leading app UX and design, website development, digital display creative, social media efforts, all paid media efforts, and PR duties.
CreditsClient Frontdoor Agency Fallon Leslie Shaffer, co-chief creative officer; Melissa Hoke, Emily Swenson, creative directors; Jamie Rome, copywriter; Veronica Kraus, art director; Rob Lee, executive producer; Alex Roundtree, producer; Erin Tait, Savanah Brihn, group strategy directors. Production PRETTYBIRD Rami Hachache, director; Suzanne Hargrove, VP/exec producer; Rika Osenberg, head of production; Leslie Vaughn, producer. Editorial Union Editorial Justin Quagliata, editor; Melissa Lubin, exec producer. Music Tiny Lion, Jonathan Fuller, Andrew Everding VFX Harbor Molly Intersimone, VFX lead/supervisor; Casey Swircz, exec producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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