Closer to Home
A playful campaign for Aunt Millie’s that puts the brand’s bright red apron everywhere, from yoga class to the construction site to the baseball field.
The Ask
What We Did
- Producing
- Casting
- Locations
- Production
- Editorial
- Color
- Sound Design
- Finishing
Aunt Millie’s wanted a campaign that felt fun, approachable, and instantly recognizable. The concept centered on one simple idea: put the brand’s iconic red apron everywhere. From yoga studios to construction sites to baseball fields, the apron became the visual hook that tied the spot together. Our challenge was to capture this playful spirit while making sure the piece stayed polished and cohesive across such a wide range of setups and locations.
Industries
Food & Beverage Consumer Goods
- Branded Content
- Commercial
- Lifestyle
Approach
We leaned into the humor and charm of repetition. By staging everyday scenarios and then dropping Aunt Millie’s bright red apron into each one, the spot built a rhythm that was both surprising and fun to watch. Casting was chosen to exaggerate contrast: yogis stretching in aprons, construction crews hammering in aprons, ballplayers getting hyped in aprons. Wardrobe and performance direction amplified the absurdity while keeping the tone lighthearted.
Visually, the spot embraced a bright, approachable look. Clean compositions, lively pacing, and playful sound design helped keep the apron reveal fresh from scene to scene. The result was a campaign that turned a simple branding element into a memorable visual punchline.
Stills
How it happened
LOCATIONS
Some days meant bouncing between three different locations, each with a full crew and setup. The only way to pull that off was being efficient and dialed-in during preproduction. Careful planning let us move quickly while still keeping the quality high.
Juggling that many locations and setups was a big logistical lift, but the real trick was making sure the talent never felt rushed. Performances had to stay relaxed, light, and fun, and the visuals had to look consistent no matter where we were.
THE ROADTRIP
Because nothing says Midwest like hauling aprons across four states, Aunt Millie’s asked us to embark on a roadtrip to show the brand’s reach. The solution was a lean two-person crew: the Director/DP plus a Producer (with some grip skills) hitting the road with aprons in tow.
We dropped into major Midwest markets and grabbed end-card pickup shots with local landmarks, always keeping talent in the apron to tie it back to the main spot. Traveling light let us move fast, adapt on the fly, and still keep production polished. Those quick-turn city visuals gave the brand a presence across the whole region, making the apron feel like it belonged everywhere.
