I had the opportunity to make a :30 spot for a small, family-owned cabinet business based out of NY in 2020. They established the “Ready To Assemble” category of products in the US in 2009 (hence the name), but since then have seen a flood of competitors adopt the RTA moniker and offer similar products. It turns out the DIY cabinet industry is fairly cutthroat.
The key difference between The RTA Store and the competition was clear from the start - this was a family-owned business that understands the important of family moments. And with kitchens being one of the few rooms in the home where the entire family routinely gathers, it only made sense to lean into this notion of it being something more important than a simple room.
This was also the brand’s first ever commercial, which allowed us to guide them through the process and maintain creative control. I love smaller projects like this because you can make something really special that the clients appreciate.
Sidenote - this was produced on a small budget in the height of COVID, so it was shot entirely remotely. We were in NYC while the set and crew were in Tennessee. Great learning experience but really underscored the importance of being on set.
