WB Discovery + Wayfair
Co-Branded Integration
Live-Action
Editorial
ECD
Ed Rhine
SR Creative Director/Director
Brian Eloe
Executive Producer
Kate Swift
Design/Animation
Samantha Mireles
Editorial
Alex Miller, Brian Eloe
Color/Compositing
Herman Nieuwoudt
Mix/Sweetening
Coupe Studios
Producer
Chris Stoerchle
DP/Cinematographer
Chuck Ozeas
Production Designer
Bod Hubbard
Production Manager
Trish Weinstock
Three brands, a multi-faceted campaign, a jam-packed production schedule, famous animals, and one beloved franchise as the launching pad for it all.
Four custom spots, one Pre-game in-show sponsor vignette, three canine actors, two humans, two production days, one Dream Home set, one "Anywhere USA" living room set, countless lines and alts, every video ratio under the sun for a total of six minutes of custom sponsored content.
With integrations like this, finding the right tone, branding identity mix, and story is critical to please all the stakeholders.
In this case, leaning into Puppy Bowl for each story was a well-established formula with a special HGTV Dream Home spot from the POV of a dog. Accomplishing the necessary meticulous planning and attention to the details of each setup was essential.
That is a lot to manage from inception through delivery, and precisely the kind of 3-Ring circus Spillt thrives in.
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Don't try that with dogs (and/or kids).
Few things make an AD quiver, like seeing days full of special performances from animals or kids. That chaos makes getting great performances and staying out of OT grueling. You'd better be on your toes and rolling because they aren't going to hit the mark or deliver looks/lines like actors will repeatedly.
Enter Orlando Birds & Animals Unlimited, renowned animal trainers responsible for the "animal actors" at Universal Orlando, including a famous "movie star" Elsa, who most recently played Maggie (voiced by Isla Fisher) in the Universal Pictures comedy Strays.
During pre-pro, our animal trainers sent us progress-report videos of the dogs learning their tricks, meaning our canine cast arrived prepared to do their actions in very few takes.
That was essential because the human cast had a heavy burden of multiple copy lines with improvised alts to deliver. Kudos to the entire cast, human and canine, for delivering all the cuteness and charm one could ask for in short order.
Four custom spots, one Pre-game in-show sponsor vignette, three canine actors, two humans, two production days, one Dream Home set, one "Anywhere USA" living room set, countless lines and alts, every video ratio under the sun for a total of 6 minutes of custom sponsored content.
With integrations like this, finding the right tone, branding identity mix, and story is critical to please all the stakeholders.
A true partnership means more than working together on a particular project until completion. At SPILLT, we view "partnership" as a multi-campaign endeavor, where we get to build rapport and a short-hand over time.
In the case of branded content for Wayfair, this was the second consecutive year we were tasked with delivering this campaign. However, we've partnered with the Branded Entertainment team at WB Discovery for the better part of a decade.
What is significant about this is the deep understanding of what it takes to deliver the production, satisfy the various brand standards, and navigate the numerous political challenges associated with these types of projects.
Simply put, we place a premium on building the kind of trust that makes long-term partnerships and friends.
