Reframing High Speed for the Holidays
Creative Direction
Creative Strategy, Script & Storyboard
The Client
Blue Ridge is a regional ISP solely dedicated to eliminating the digital divide in northeast and central PA, providing fiber-fast internet that fosters a greater sense of belonging for digitally-minded lifestyles.
Well, there’s your problem
The Crux
Seasonal advertising is always tricky—especially when you’re selling internet service during the holidays. Blue Ridge needed a campaign that cut through the noise of gift guides and holiday sales while reinforcing their position as the personalized, community-focused alternative to national providers.
But internet upgrades weren’t exactly top-of-mind for shoppers making their lists and checking them twice. To succeed, Blue Ridge had to connect their offering to something bigger: the hopes, goals, and connected lifestyles their customers were looking forward to in the new year.
And one more twist…
A limited budget ruled out location shoots. That meant the concept had to be compelling, the script had to carry the story—and it all had to work with stock footage. No pressure.
Turning Rhymes into Reach
The Strategy
The campaign launched around Black Friday and Cyber Monday, positioning Blue Ridge not just as a utility, but the go-to guide during the holiday hustle.
By mapping seasonal moments—ordering and returning gifts, tracking storms, streaming football, ringing in the new year—the opportunity for a voiceover in verse allowed the linking of seemingly unrelated scenes into a single, memorable message. The format gave structure, charm, and energy to a campaign built entirely with stock footage, helping elevate everyday moments and make the message stick.
Facebook / YouTube Placements
