I edited the commercial campaign for Century 21 “Joy of Home.” The campaign included a broadcast :60, :30, :25/:05, 3x :15s and 3x :12/:03s that were all unique edits. In addition to the broadcast spots; I also edited 6x :06 spots for Youtube pre-roll, a separate social UGC campaign of 4x spots, a video billboard for Times Square and a MLS Partnership teaser for social. I edited the offline, but also built the online deliverables. I made all the social resizes and delivered 61 assets for the broadcast / social aspect of this campaign.
Century 21 is an Official partner of MLS Soccer with spots airing throughout the season as well as having an in-stadium presence.
The Campaign was launched with the unveiling of two iconic billboards in Times Square.
The Campaign was additionally picked up in Australia, New Zealand and Italy.
The “Joy of Home” campaign features the music of British duo Good Neighbours (Polydor/Capitol).
Century 21 “Moments of the Century” :60 Broadcast Commercial & Social Resizes
Century 21 “Moments of the Century” MLS :30 Broadcast Commercial & Social Resizes
The “Joy of Home” campaign :30 will be featured on MLS broadcast coverage throughout the season on Apple TV.
Century 21 “Joy of Home: Food” :15 Broadcast Commercial & Social Resizes
Century 21 “Joy of Home: Pets” :15 Broadcast Commercial & Social Resizes
Century 21 “Joy of Home: Pillow Fight” :15 Broadcast Commercial & Social Resizes
Century 21 “Moments of the Century” :25/:05 Customizable 16x9 & Social Resizes
Every Century 21 franchise company received copies of the broadcast spots as customizable :25/:05s and :12/03s with their DBA logo on the end card so agents can run the spots on YouTube, their social channels or their local TV stations.
Century 21 Joy of Home: “Food” “Pets” & “Pillow Fight” :12/:03 Customizable 16x9 & Social Resizes
Century 21 Joy of Home “Greeting” “Vacuum” “Nap” “Homecoming” & “Dog” :06s 16x9 and Social Resizes
We delivered 6x versions of the :06s, which feature our “Greatest Hits” moments of the Campaign.
In addition to delivering broadcast & digital spots, we created a social media Campaign leveraging four UGC home moments.
We also provided agents and clients both with a customizable template where they could share their UGC “Moments of the Century.” Agents and clients were able to add their own video clip and customize the “_____ of the Century” headline to create a custom video that they could share to their network and friends.
Century 21 “Moments of the Century - Celebration” :15 UGC Social
Century 21 “Moments of the Century - Conversation” :15 UGC Social
Century 21 “Moments of the Century - Morning Routine” :15 UGC Social
Century 21 “Moments of the Century - Dismount” :15 UGC Social
The Campaign was officially launched on November 25th, 2024 on the corner of 48th and 7th in Times Square with two billboards. The billboards were up through January 5th, 2025 catching eyeballs through peak tourist season, Black Friday shopping, Macy’s Thanksgiving Day Parade and even the famous ball drop on New Year’s eve.
I edited a :15 second video billboard for Times Square which featured our “Greatest Hits” of our “Joy of Home” campaign.
Century 21 “Joy of Home” OOH Times Square Video Billboard” :15
Century 21 “Joy of Home” OOH Times Square Still Billboard
The second billboard was an 80 foot, 4 story billboard that was concepted and shot in the office at Siltanen & Partners.
The still billboard was a corner unit billboard that featured a corner window of a house showcasing a joyful moment inside. To capture the magic, the team built a full-scale window and living room set in the Siltanen office and shot thousands of plates to make the perfect billboard.
Century 21 “Moments of the Century / MLS” :30 Social Teaser
We worked with the team at Major League Soccer to pull and license MLS footage to edit a social teaser that Century 21 used to reveal the partnership. I ❤️ match cuts!
In addition to running the :30 on MLS coverage on Apple TV, Century 21 leveraged their in-stadium presence through stadium tickers, activations and promos to include ticket & hospitality opportunities, as well as having a presence at the League’s milestone events like the All-Star game.
MLS Stadium Tickers by motion artist Matthew Perry.
Century 21 “Joy of Home” MLS Stadium Ticker
Century 21 “Moments of the Century” :60 and “Joy of Home: Pets” :15 Original Offline Rough Cuts
A couple of the B-Sides. I was super proud of the original :60 rough cut and the first rough cut of :15 “Pets.”
I was not involved with the OOH portion of the campaign, but I wanted to share the scope of the work past the spots i edited. I’m super proud of how this campaign turned out.
Every Century 21 franchise company and agent received OOH billboards, posters, print and suite of social graphics as customizable formats where they could insert their DBA and run in their local markets.
In addition, franchises and agents also had the ability to customize the posters, print and social graphics by adding their own photo and were able to customize the “_____ of the Century” headline offering endless possibilities to agents to replicate and re-imagine the campaign.
Century 21 “Joy of Home” Out of Home Customizable Billboards
Century 21 “Joy of Home” & “Moments of the Century” Posters and Social
Editor
CLIENT: Century 21 Real Estate
Vice President, Head of Marketing: Tori Keichinger
Senior Director, Brand Engagement: Hannah Grisham
Director, Branding & Design: Heidi Mantz
Senior Manager, Field Marketing: Deanna Liotard
Senior Manager, Franchise Sales Marketing: Allison Meyer
Senior Manager, Video Content & Design: Zachary Perlinski
Marketing Manager: Melissa Daugherty
Manager, Social Media: Evan Seegmiller
Specialist, Brand Marketing: Sarah Park
AGENCY: Siltanen & Partners
Chief Creative Officer: Rob Siltanen
President: Chelsey Siltanen
Executive Creative Director: Mark Abellera
Creative Director / Art Director: Carly Sorensen
Creative Director / Copywriter: Sam Siltanen
Art Director: Jason Murray
Jr. Art Director: Sydnei Pitts
Executive Producer: Maricela Rogers
Project Manager: Kyle Gornay
Strategic Planning: Ruth Amir
Business Affairs Manager: Miiko Martin
Graphic Designer: Shirley Widyaningsih
EDITORIAL COMPANY / POST: City of Angels
Editor: Donald Andrews
Online Artist: Donald Andrews
Online Artist: Matt Perry
VFX Supervisor, Cleanup: Matt Perry
Motion Artist / C21 Mnemonic Animator: Matt Perry
Motion Artist / MLS Stadium Tickers: Matt Perry
Motion Artist / C21 + MLS Mnemonic Animator: James Yi
STOCK FOOTAGE COMPANY: Film Supply
STOCK FOOTAGE COMPANY: Stocksy
Intermediate Account Manager: Jessica Gledhill
STOCK FOOTAGE COMPANY: Getty
STOCK FOOTAGE COMPANY: Adobe
STOCK FOOTAGE COMPANY: Filmpac
STOCK FOOTAGE COMPANY: Artlist
UGC CLIPS: Catch+Release
Co-Founder & VP Business Development: Ross Dabrow
Project Manager: Anelka Shulkitas
Curation Lead: Julie Svetcoff
Enterprise Account Executive: Kathryn Mullen
TIMES SQUARE BILLBOARD: Niki Cram Photography
Photographer: Niki Cram
Producer: Rick Guardino
Digit Tech: Ryin Rosenberg
Hair & Makeup: Brittany Brown
Production Asisstant: Teel Medellin
TIMES SQUARE BILLBOARD SET: Fin Custom Builds
Set Build: Hayden Estrada
COLOR: CO3 (Company Three)
Operations Manager: Cory J Musselman
Senior Production Manager: Ryan Dale
Senior Producer: Matt Moran
Producer: Jennifer Roberts
Associate Producer: Lachlan Wapppet
Colorist: Dave Hussey
Color Assist: Abby Dougherty
AUDIO MIX: LIME Studios
Executive Producer: Susie Boyajan
Producer: Cassie Underwood
Mixer: Dave Wagg
Assistant Mixer: Matthew Hodges
CAMPAIGN MUSIC TRACK: Polydor/Capitol
Good Neighbours “Keep It Up”
SECONDARY MUSIC TRACK: Artlist
Rynn “Good Times”
MAJOR LEAGUE SOCCER (MLS)
Partnership Development at MLS: Daniel Moshkovich
Senior Vice President of Brand Alliances: Greg Millard
Vice President of Brand Alliances: Evan Levine
Vice President of Brand Alliances: Elizabeth McGuire
Senior Director of Partnership Marketing: Ryan McGuinness
Senior Manager, Premium Content Partnerships: Juliana Rodriguez
Partnership Marketing: Ashley Mohr
Partnership Marketing: Simran Arora