"The Focus Group" Ad Campaign, 2023

CLIENT: The Village at Providence Point (TVPP)
LOCATION: Annapolis, MD

INDUSTRY: Senior Living
CHANNELS: TV, Print, Digital

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PRODUCTION: The Branching / PHOTOGRAPHY: Craig Anderson
ART DIRECTION: Julie Alvarado (PRINT/PHOTO) / Kelly Lonergan (TV)
DESIGNER: Julie Alvarado (PRINT ADS)
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CAMPAIGN: THE FOCUS GROUP (2023)

DELIVERABLES: TV (:30s), Print Ads (3), Digital Ads, Photography

The Village at Providence Point needed a bold campaign to build anticipation for their new Life Plan Community in Annapolis. With development still underway, the challenge was to generate genuine excitement before prospects could experience the campus firsthand. Our solution? Let prospective residents’ imaginations do the talking—literally.

Enter The Focus Group, a lighthearted and fast-paced campaign that flips the traditional brand pitch on its head. Instead of showcasing amenities through narration or glossy walkthroughs, we placed a group of older adults in a mock focus group setting—and let their reactions steal the spotlight. What starts as a calm, moderated discussion quickly spirals into a chaotic burst of enthusiasm. Characters interrupt, compete for airtime, and even start claiming model residences off a tabletop diorama. Meanwhile, two unseen observers (behind the double-sided mirror) provide humorous commentary as the moderator gradually loses control of the room.

The campaign’s comedic tone, vibrant visuals, and personality-driven performances brought to life the very excitement we aimed to inspire in prospects. From a guy “obsessed with the gym” to a self-proclaimed foodie and a peace-and-zen enthusiast, each character embodies a different type of future resident—making the vision of life at TVPP feel relatable, irresistible, and real.

Deliverables included a :30 TV spot, print and digital ads, and custom photography. Together, they formed a cohesive, high-energy campaign designed to elevate brand awareness, boost re-engagement, and ignite curiosity across the DC/MD/VA region.

CTA: Ready to share in the excitement? Discover The Village at Providence Point today!