Case Study — Villara Heating, Cooling, Plumbing, Solar
A Multichannel Campaign, On Air and On Screen.
Villara's campaign runs across TV, streaming TV, paid social, and display — reaching homeowners at the neighborhood level. I support content production for the TV and video pieces, working alongside a third-party videography vendor from script through final cut, plus the platform-native creative for paid social and display. Scroll to see how it comes together.
TV commercials
Streaming TV ads
Paid social
Display ads
Vendor coordination
Content Production
How a Commercial Gets Made
One major piece of the campaign is content production for the TV and video work. Scroll through each stage of how a Villara commercial actually comes together — from the first script draft to a third-party shoot day to the final cut.
01Script & Strategy
02Vendor & Shot List
03On-Set Direction
04Edit & Motion Graphics
01 — Script & Strategy
Script Collaboration
Before any camera rolls, the script comes together in collaboration with the Bouchard Communications Group team and Villara's own team — aligning on the message, the offer, and the tone for that quarter's spot, whether it's a service-focused commercial like the furnace tune-up campaign or a brand piece like the founder story film.
02 — Vendor & Shot List
Shot List & Videography Vendor Coordination
From the approved script, I build a shot list for the day and coordinate directly with the third-party videography vendor — scheduling and making sure the vendor has everything they need to execute the day efficiently.
03 — On-Set Direction
On-Site Creative Direction
On shoot day, I'm on-site working alongside the videography vendor, providing creative direction — organizing scenes, directing talent, and making sure every setup serves the script before we move to the next one.
04 — Edit & Motion Graphics
Creative Direction Through Post
In editing, I provide creative direction on the cut itself — pacing, scene selection, and structure — plus on-screen graphics: lower thirds, animated call-outs, and what comes on screen next. The same raw footage from a single shoot day gets cut twice: once as the full broadcast spot, once re-paced and re-graphic'd for social.
Multichannel Campaign
Hyper-Local Homeowner Targeting, Across Every Channel
The campaign runs across TV, streaming TV, paid social, and display — reaching homeowners at the neighborhood level with messaging and creative tailored to each channel and format. Broadcast TV and streaming TV ads carry the commercials produced below; Nextdoor, Meta, and YouTube carry platform-native paid social and display creative built around the same campaigns.
TV Commercials
Streaming TV Ads
Paid Social
Display Ads
Nextdoor
Meta Ads
YouTube
Homeowner Targeting
TV & Streaming Commercials
Service Campaigns Carried Through Production
Two of the commercials that run on broadcast and streaming TV — a furnace tune-up campaign and an electrification awareness spot — each went through the script-to-edit pipeline above, working alongside the third-party videography vendor from shot list through final cut.
Social-Native Cutdowns
The Same Shoot, Re-Cut for Social
Footage from each TV shoot gets a second life as a social-native cutdown — re-paced, re-graphic'd, and resized for feed and Stories — rather than running the broadcast spot unchanged on social platforms where attention spans and aspect ratios are different.
Founder Story
A Brand Video Built on Where Villara Started
Alongside the service campaigns, I helped produce a founder-story brand video tracing Villara back to its 1947 roots — built around archival-style photography of founder Del Beutler and the garage where the company began, paired with present-day footage of the business he built.
1
Script & concept — built the founder narrative in collaboration with the Villara team, anchored on the company's 1947 origin story
2
Vendor coordination & on-set direction — coordinated with the videography vendor and provided creative direction for the present-day footage and interview setups
3
Edit & motion graphics — directed the archival-style treatment, type animation, and pacing through post-production
4
Distributed — published as a brand piece alongside the multichannel commercial campaigns
