After looking at competitors and other ads for $0 phones, it was easy to see the typical angle was about spreading out the cost of a new device. But $0 phones presented another advantage: get what you want now, without the wait. And who doesn’t love a little instant gratification?

Looking at our original storyboard feels a bit like a time warp. Created and pitched just before The End Times, our original concept relied heavily on being—gasp!—unmasked in public. Suddenly, we were thrust into the era of pivoting, and a COVID-friendly variation of the creative was quickly conceived.

Because we needed the video to have a long shelf life, we didn’t want to feature masks (oh how young and naïve we were). This meant setting the scenes inside a house—so we built one. Well, three rooms. Working closely with our besties at Play Creative and a mind-blowing set dec team, we made the Regina Soundstage feel like home. 

Using a mixture of practical tricks and post-production magic, we created scenes that showcased the convenience of a world without waits. Kids miraculously ready in a moment, clothes instantaneously dried, and muffins from batter to baked in a second flat. To back the bright, cheery visuals and cram even more exceptional SK talent into the spot, we scored it with custom music by local artist Will Quiring.