Brief:  “Life is an ongoing project.”  Ace wanted the homes to be more about the project - updating or decorating, not remodeling - and personality of the homes than the persons within. Ace wanted us to show ways of integrating their products into everyday utilitarian applications. Additionally, whatever projects I created were to be detailed and published on their website for their customers to access.  I came up with four (I felt a bit like Martha).

(1-4)  In one of the spots, as we follow a young man upstairs, we see snapshots of him and his sister, both living away from home at college (VO), in their old rooms (I took these). When we get upstairs we see mom has redecorated the rooms as a guest room (boys) and a craft room (girls)... and we hear from upstairs the call of “Mommm!”  We really wanted to convey that the mother was crafty and cared about her home throughout the lives of her children, so we gave each old room a decorated feel too.

In fact, we had to paint and decorate (so I could take the ‘old’ photos), repaint and redecorate (for the motion picture shoot), then restore the location... quite a exercise.

(5)  This was a home office converted to a play area for another spot.  Simple and Graphic were the keywords here, with a focus on play and creativity.

(6)  This is an illustration of one of the simple ‘display’ projects I created, for displaying photos, or postcards.  It is made of angle aluminum and fir doorstop with some doublestick tape and stainless steel screws.  Very simple (and I made some for home too!).