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Writer's pictureTim Glebocki

OUR BIG IDEA? IT’S MINIATURE.

Local businesses are nice. Big cable companies? Less so. Which is where our client Gateway Fiber comes in. They’re the tech company that acts more like a local florist. Nice, dedicated customer service; nice, fair pricing; and really nice fiber optic speeds. We call it: really nice internet.



This campaign is handcrafted.

In a category with cold, futuristic design, chasing the latest pop culture fads, techy cliches and enormous budgets, we decided to do the opposite. Going small with hand-crafted ads demonstrating all the care and attention to detail Gateway Fiber folks display each and every day.



That meant working with the talented folks at The Shop to physically make our ads—starting with a handcrafted dollhouse with custom floors, wallpapers, furniture and, yes, people.

Take a look at this guy—he’s made of wire and clay. So is his family! By wiring them up with basic skeletons, we could move them around for our stop-motion scenes.



Small house. Big output.



Using the dollhouse, moving figures, lighting effects and some in-picture wizardry from Brett Kessinger, we created seven (seven!) spots, each focusing on different messaging objectives. Getting this many spots out of one physical asset makes the campaign work even harder for Gateway Fiber.


Speaking of working hard, we turned stills from the spot into new digital display, static and animated social, postcards and printed media. It’s a total refresh for the brand. Since the films are essentially stills stitched together to make stop-motion video, it’s easy for us to pull great frames for static media.



We can’t wait to extend this campaign and grow the Gateway Fiber neighborhood with really nice internet.

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