I pitched the client for a three-year agency of record engagement, then conceived and creative directed this campaign.
It's a joy to come home here. That short sentence laid the foundation for the rebrand, advertising, website and brand content we created for Lennar, one of the world's largest homebuilders. How do we humanize the brand and express the emotional truth of homebuying, not just the floor plans and fixtures?
Lennar's NextGen home models offer a small home within a larger one, designed for multigenerational family living. And while the features are distinctive, what's most interesting about the homes are the families that live in them.
Instead of calling out the feature details of the homes, we let the families show us how they utilize these features to enrich their lives.
10 unique, multigenerational families across the country living in Lennar NextGen homes. Tell their stories through photo essays and short documentaries. Host the stories in an interactive landing page that allows users to explore multigenerational living for themselves. Then build a digital ad campaign around this branded content to drive interest.
Creative directors: Dustin Davis & Alexandra Fuller
Account director: Machel Devin
Producers: Stevie Meier, Craig Steiner
Writer: Alexandra Fuller
Art director: Laura Crigler
Interactive designers: Regina Smith, Austin Ramsland
Developer: Ryan Harmon
Production partner: Camp4 Collective
Video director: Anson Fogel
Photographer: Mikey Kunde