Once the land of Black Friday campouts, midnight game launches, and the click-click-click of CD racks, there’s a nostalgia about Best Buy that is so beloved. But the excitement about the brand, and tech itself, had waned.
Our mission was to bring the sparkle back.
Our TV campaigns are always a push and pull between promoting the tech and pumping up the brand. Gram, our new spokeshologram, unlocked the power to do both. He’s cool, loves to talk tech, and conveniently projects out of the Best Buy logo.
The campaign was set to launch during Back to School, an important sales window that my partner and I have co-led for quite a few years. As expected, Gram was a hit on campus.
Following our launch spots, we led three teams tasked with bringing the campaign to life on social. Each team had a different brief, a tight deadline, and big creative ambitions — so we chose to shoot in an XR studio, where no one had to compromise on location or imagination. These are just 3 samples of the work we created.
As always, Holiday closed out the year. Turns out a 14” glowing hologram is kind of like having your own on-call elf. Which made dreaming up these holiday spots feel even more magical.