Create a national, broadcast-based integration live action brand campaign that drives awareness, consideration, and preference for eero.
SUMMARY
YEAR
2024
ART DIRECTOR
ROLE
ART DIRECTION • STRATEGY • CONCEPT DEVELOPMENT
CONTRIBUTION
Areas of focus
Launch a new chapter of eero’s brand strategy.
Increase brand awareness.
Direct and influence eero has the smart, simple,
and best option for wifi.
GOALS
Unaided awareness, where people mention us
vs recognizing our name from a list of wifi brands -
lags at just 6%.
The wifi mesh category has grown more competitive
and eero’s messaging has become less distinctive.
PROBLEM AREAS
Positioning
The campaign centered on how eero supports everyday life moments — from chaotic family days to movie nights — emphasizing dependable connectivity regardless of what might be happening in regular life. We produced a series of 60s, 30s, and 15s spots, including ‘Teen,’ ‘Mom Call,’ and ‘Movie Night.’
Storyboards
I visualized video concepts into detailed storyboards to clarify shot composition, camera movement, and pacing.
We open on a Dad sitting in the living room reading.
VO: This is your life without eero.
His teenage daughter suddenly bursts out of her bedroom, screaming in anger.
DAUGHTER: Dad, the wifi is out again!!! I hate this house!!!
She slams her door shut.
Cut to Dad’s reaction. He winces at the slammed door.
We then quick cut to a shot of Dad's hand connecting an eero device. Pulling the product out of the box...
Quick cut…being plugged in and/or being placed on a surface…
…and the app being used.
We restart the same scene again. Dad is sitting in the living room reading.
VO: And this is your life with eero.
His teenage daughter suddenly bursts out of her bedroom, screaming in anger.
DAUGHTER: Dad, the wifi is amazing!!! I hate this house!!!
She slams her door shut.
VO: We can’t improve everything in your life. But we can improve your wifi.
We cut to a product shot in-situation in the house.
VO: Industry-leading speed, unmatched reliability, and a consistently supported end-to-end experience.
VO: eero. The way wifi should be.
Behind the scenes
The eero team and Hornet, our production team, shot in the campaign in San Francisco. The producer and I spent several weeks location scouting, casting, and art directing wardrobe and set design.
Dad
Mom
Daughter
Son
Additional deliverables
In addition to the broadcasting deliverables, each video was cut, edited, and posted to all of eero’s social media platforms.