Crawl Space Cleaning Pros
Making the unmarketable memorable
Role
Led creative direction across concept development, art direction, and client presentations while at Rusty George Creative.​
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Outcome
Delivered a campaign platform that reframed the category through a combination of education, trust, and humor, making the brand more engaging and memorable while strengthening client confidence in the creative direction.
Challenge
Differentiate Crawl Space Cleaning Pros in a category that is often overlooked and difficult to market, while building trust and making an unappealing service feel relevant, engaging, and memorable.
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Approach
Developed a campaign built around a central challenge posed by the client: how do you make an unglamorous service compelling? Explored multiple creative territories designed to shift perception, capture attention, and communicate value in unexpected ways.
Created a range of concepts, including:
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Take a Deep Breath – Focused on educating homeowners about indoor air quality, highlighting how crawl space conditions can directly impact health and the home environment.
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No Subcontractors – Positioned the brand around transparency and trust, emphasizing that all work is completed by vetted in-house employees.
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Crawl spaces so clean, you’ll want to live in them. – A bold, tongue-in-cheek concept that used unexpected visuals and humor to showcase the quality of the work in a memorable and differentiated way.
Each concept addressed a different customer motivation while reinforcing the brand's credibility, expertise, and value.
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