Lock it and Drop it
Creative Built for a Rapidly Changing Market
An already challenging housing market was about to get more difficult with the threat of rising rates, so Rocket Mortgage quickly released products that would help protect homebuyers’ interest rates while they looked for a home. We were challenged to create a concept that could bend and flex even after production. New products were coming and the content would need to be updated on the fly.
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The brief challenged us to bring a DR approach to brand-level creative while also staying nimble enough to update the creative throughout the buy/sell season. We strategically took a modular approach to the video production and paired it with VO and animated screens so the end creative could be updated as the market shifted and the offers changed.
The Rocket Advantage :15
With our strategic approach, we were able to capture enough footage to cut multiple TV spots, social content and digital videos in a one-day shoot and continued to refresh the creative throughout the season as new products released.
CREDIT
Creative Direction: Kate Bacheller & Mike Hunter
Executive Producer: Julie Etheridge
Director: Brett Warkentien, Hudson Artists
Production: Hudson Artists
Creative Editor: Annette Gianino, Hudson Artists
Motion Design: Michael “Juice” Majewski, Hudson Artists