Warm white
The classic install. Roofline, wreaths, and a tree, and the promise itself.
Selected workWe make
The Light Guys Holiday campaign + motion
We make
merry happen.
The Light Guys needed a holiday campaign that stays recognizable in a fast-moving feed. We built one campaign world: premium homes, saturated color, a mischievous elf, and a promise that carries from the first post to the last reveal.
Watch the films
A character-led holiday campaign by Collins Creative
Open the campaign siteThe creative idea
One promise.
Forty-six ways to feel it.
Holiday lighting gets about eight weeks to earn attention.
The feed is crowded and every competitor posts the same lit house. The campaign had to create a feeling in a second, show the craft of a professional install, and give The Light Guys a voice that works across dozens of homes, colors, and formats.
"We Make Merry Happen" became the platform. It holds warm-white classics, full-color showpieces, red and green moments, and one playful elf, so every post has its own reason to stop while belonging to the same world.
Campaign architecture
Four color families.
One voice.
Each family owns a mood and a headline pattern. Together they let a season of posts feel varied without ever leaving the campaign.
Red
See Red This Christmas. A single saturated color, pushed all the way.
Green
Building a Greener Christmas. The elf at ground level, planting light.
Full color
Color After Dark, Color Takes Root. Purple, blue, and magenta showpieces.
The character
An elf who does
the installing.
Every other lighting company shows a finished house. Ours shows who put the lights up. The elf is on the ladder, at the garden bed, in the tree, so the craft of installation becomes the personality of the brand.
He never takes focus from the home. He explains it.
Selected motion
Merry,
made to move.
Nine short films carry the campaign from finished installs into a lively holiday world. Each one is fifteen to thirty seconds, cut for the feed, with a mobile version.
Select a film to watchWebsite design + development
A campaign site
that behaves like a reel.
The campaign deck turns forty-six ads and nine films into one seasonal world: a gallery, a motion wall, the full set, and the idea behind it. The Light Guys can post from it all season without the feed going repetitive.
Open the campaign website , opens in a new tab
Filter by color.
Play anything.
The campaign console sorts the work by color family and puts every film one tap away. It is the same system the ads follow, so browsing it teaches the campaign.
One connected
body of work.
Strategy, character, motion, and the site were developed together, with one line running through every format.
Campaign strategy
Positioning for an eight-week season, the We Make Merry Happen platform, and the four color families.
Creative direction
Character development, art direction, AI-assisted imagery, compositing, and headline system.
Social + motion
Forty-six feed and story ads, nine short films with mobile cuts, posters and captions.
Campaign website
Design and build of the campaign deck: gallery, motion wall, full set, and the idea.
Project lead
Brendan Collins
Brendan led the campaign's creative direction, social system, motion direction, and the campaign site. His focus was cohesion: dozens of distinct holiday moments with enough room to surprise, every one unmistakably The Light Guys.
Your busy season