As the saying goes, if you want to be a great parent, don’t forget what it’s like to be a kid. Likewise, if you want your product to be relevant to an audience, you have to see it from their perspective.

VELUX® skylights does an incredible job of positioning its product in a way that helps consumers understand the potential for creating better living environments with natural light. Instead of an extraneous laundry list of product features and benefits, the brand showcases the pure power of natural light by identifying authentic, emotional spaces and life moments. By viewing it through the audience’s eyes. By walking alongside them instead of talking at them.

This year, Wray Ward and VELUX set out to do exactly that with a series of three 30-second spots and three 15-second spots for the brand. Our challenge? Vividly capture the transformative power of skylights in three distinct spaces: a kitchen, bathroom and living room.

This was no typical shoot. From the outset, we believed motion — a medium built for experiential learning — coupled with special effects would be the best way to show people the transformative nature of natural light. Meanwhile, the spots needed to relay a level of honesty, relatability and trustworthiness that proves VELUX understands the challenges of home renovation.

In other words, instead of talking at homeowners, VELUX needed to walk alongside them.

She Is Critical, but It’s Not All About Her

Brands often focus on women, and they should — after all, women are often a household’s primary decision-maker. But today, men play a major role in home renovation projects. Often, decisions are made jointly. That’s why we introduced the husband as his wife’s ally in the home renovation process.