Instead of merely changing consumer perspectives on skylights, we needed to get them to look at entire rooms differently not only by positioning the ceiling as the fifth wall, an essential yet untapped design space, but also by sharing this message with consumers in engaging, credible and inspiring ways. Utilizing a multichannel approach focused on leveraging the credibility of publishers such as HGTV and design influencers such as Sabrina Soto, we helped consumers imagine the transformative power of adding natural light to their homes. We did this through visual platforms from print to broadcast to social media paired with integrated content that educated while it inspired.