Do you do anything weird at home?

Of course not. But many other people do. So when I started concepting for this Trulia campaign, it felt like tapping into that truth would make for a unique (and fun! and watchable! and press-worthy!) angle.

Trulia was in a crowded category of real estate apps, and we helped them carve out a bit of their own space—and awareness, which was the point—by thinking about all the cloying, overly-emotional spots about homebuying, then heading in the other direction. Because when you find the right place to live, it lets you be yourself a bit more. This campaign was featured in AdWeek and selected as an Editor's Pick on Creativity.

When you land on a great campaign idea, it feels like extensions start dropping out of it on their own.

This was one of those. It didn’t feel confined to the initial spots, because there’s a world of people out there doing their own quirky things at home. But we didn’t want to go the UGC route because that can be so hit-or-miss. So we tapped into the magical realm of influencers and extended the campaign by giving them a welcome brief: make some content where funny and unexpected stuff happens in your house, do anything you want as long as you can tie it back in the end to looking for a house.