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Little Girl Goes on a Big Adventure in Moving Spot for Zillow

Creative agency FIG teams with Epoch and O Positive on 'To Move Is To Grow' campaign directed by Martin de Thurah and Jim Jenkins

Little Girl Goes on a Big Adventure in Moving Spot for Zillow

The pandemic has many of us rethinking how and where we want to live. It has sparked the Zillow Surfing phenomenon, as dreamers imagine the possibilities a move could bring, and it’s driving the Great Reshuffling, as people seek out new homes to better meet their evolving needs. 

As the pandemic spurs more people to move, Zillow has expanded its offerings to make it easier to rent, buy or sell a home. The new brand campaign called “To Move Is To Grow” launches today to redefine Zillow from a search-and-find platform to a full-service real estate ally. The campaign is anchored by two national TV ads ideated and executed by creative advertising firm FIG that appeal to a wide spectrum of needs that movers encounter, as well as the spectrum of emotions that comes with a move. 

“Moving is inherently about moving forward — letting go of the past and embracing life’s next chapter,” says Zillow chief marketing officer Aimee Johnson. “Our research shows that more than 75% of recent movers were held back by emotional factors such as a fear of change, yet 80% of them said their most recent move was worth it. While it is sometimes hard to make a life change, it can bring tremendous hope, possibility and excitement. Zillow has the services and expertise to navigate every step of the process, which can make those big decisions easier and give people more confidence to move forward.”

'The Journey' spot dramatises the complicated emotions of moving through the eyes and imagination of a child. It was filmed in Prague with acclaimed director Martin De Thurah, and features an original score by Jonny Greenwood.

The 'Susans' spot captures the humorous and relatable self-talk that happens as we consider a move, ultimately showing how Zillow can make it easier to rent, buy, sell or refinance a home. The campaign will roll out different versions of the “Susans” spot, highlighting Zillow’s individual products and services. “Susans” was filmed in New York and directed by Jim Jenkins and edited by Gavin Cutler. 

Both spots were filmed observing strict COVID-19 guidelines, with agency and client teams supervising the filming and post-production remotely from London, New York, San Francisco and Seattle. 

“This campaign brings the new home buying and selling process to life with empathy,” says Scott Vitrone, partner and chief creative officer at FIG. “These two bodies of work show understanding of the emotional and psychological struggles you wrestle with throughout the moving process, and show how Zillow can help guide you through the journey to your life’s next chapter. I sold my home while we were in production, and I can honestly say those emotions are real.”

Moving has evolved during the pandemic to become a digital-first experience, and old stresses that may have traditionally held people back could be a thing of the past. Technology like Zillow’s 3D home tours and interactive floor plans make it faster and easier to shop for a home. Services like Zillow Offers can remove the anxiety and uncertainty of selling a home traditionally. Zillow Home Loans and Zillow Closing Services offer an online platform allowing customers to transact more digitally and conveniently. Home buyers and sellers can also connect with a local expert Zillow Premier Agent partner who can hold their hand through their journey. 

The campaign will launch with primetime 60-second ads in NBC’s “This is Us,” ABC’s “Soul of a Nation,” and “The Bachelorette,”  along with placements in “Saturday Night Live” and the NBA playoffs. The new video creative will also air on national cable, including HGTV and ESPN, plus streaming, online video and social platforms such as Hulu, YouTube and Facebook. The media campaign was planned and purchased by Zillow’s media partner, UM. 

Featured Companies: Blacksmith , O Positive

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FIG and Zillow Group Credits

Creative Agency: FIG

Partner/Creative: Scott Vitrone

Partner/Account Management: Kristen King

Partner/Strategy: Ramon Jimenez

Partner/Data and Media: Rick Stallings

Creative Director: Oli Beale

Creative Director: Freddie Powell

Creative Director: Ben Grube

Creative Director: Brian Eden

Head of Production: Jill Landaker Grunes

Executive Producer (The Journey): Wes Falik

Executive Producer (Susans): Jenny Russo Novak

Account Director: John Little

Account Supervisor: Amanda Koegler

Executive Director Comms Planning: Samantha Deevy

Strategist: Millie Tunnell

Group Project Manager: Vimal Patel

Director of Integrated Business Affairs: Sean McGee

Business Affairs Manager: Noel Wilcox

Client: Zillow

CMO: Aimee Johnson

VP, Creative Services: Jennifer Berger

Executive Creative Director: Todd Riddle

Group Director, Creative Services: Liam Doherty

Associate Account Director: Stephanie Smith

Senior Manager, Production: Sabrina Fiander

VP, Brand: Alissa Reiter

Senior Director, Brand: Tanin Blumberg

Director, Brand Manager: Bonnie Donaldson

Principal Brand Marketing Manager: Gabe Kosowitz

Insights: Jon Wenglikowski

“The Journey” Production Creds

Production Company: Epoch

Director: Martin de Thurah

Managing Executive Producer: Melissa Culligan

Director of Photography: Lasse Frank Johannessen

Production Designer: David Bersanetti

Producer: Stine Moise

Editorial: Rock Paper Scissors

Editor: Mikkel E.G. Nielsen

Assistant Editors: Alex Liu & Alex Lora

Executive Producer: Lisa Barnable

VFX/Color/Finishing: Blacksmith

Creative Director: Tom Bussell

Founding Partner/EP: Charlotte Arnold

Producer: Ashley Goodwin

Colorist: Mikey Pehanich

Lead Compositor: Ben Kwok

CG Leads: Olivier Varteressian, Tuna Unalan

VFX Supervisors: Tom Bussell, Sam Hencher

Compositors: Andrew Emmerson, Eric Sibley, Iwan Zwarts, Jacob Slutsky, Molly Intersimone, Robert Bruce, Yebin Ahn

Compositors - CG Rigging: Ohad Bracha, Ruben Fuentes

Compositors - CG Rigging & Animation: Jordi Pallas, Magin Marques, Paul Wei, Sam Crees

CG – FX: Kushal Das, Rick Walia

CG - Concept Artists: Victor Hugo Harmatiuk

Music Supervisors: GEMS

Composers: Jonny Greenwood

Music Edit/Sound Design/Mix: Ballad

Mixer: Adrian Aurelius

Producer: Gregers Maersk Moeller

“Susans” Production Creds

Production Company: O Positive

Director: Jim Jenkins

Director of Photography: Stuart Dryburgh

Production Designer: Dan Ouellette

Partner / Managing Director: Marc Grill

Executive Producer: Marc Grill

Heads of Production: Devon Clark

Editorial: Mackcut

Editor: Gavin Cutler

Assistant Editor: Megan Heard

Executive Producer: Gina Pagano

Post Producer: Gina Pagano

VFX + Finishing: The Mill

Creative Director + Shoot Supervisor: Nathan Kane

Executive Producer: Heath Raymond

Producer: Will Jellicorse

Production Coordinator: Zack Stimell

2D Lead Artist: Kshitij Khanna, Taner Besen

3D Lead Artist: James Mulholland

2D Artists: Anne Trotman, Kyle Cody, Dhruv Shankar, Jeeeun Lee, Nasser Mandavi, Lucia Hill Barroso, Luke Midgley, Marcelo Pasqualino

3D Artist: Alek Vacura, John Wilson, Jessica Castillo

Finish Artist: Ben Vaccaro

Designers: Greg Rubner

Color: The Mill

Colorist: Michael Rossiter, Fergus McCall

Color Producer: Evan Bauer

Sound Design + Mix: MackCut

Mixer: Sam Shaffer

EP: Gina Pagano

Genre: Storytelling , Visual VFX