A story-led retail campaign built for broadcast, streaming, web, and vertical
Project Type: Commercial campaign
Client: P.C. Richard & Son
Studio: Nuvee Club Studio / Nukhu Media, LLC
Campaign: Serving Homes for Generations
Format: Three scripted retail spots with multiple horizontal, vertical, broadcast, social, and product-specific versions
Final July 4 Delivery: 47 campaign deliverables
Rollout: Optimum Cable, WABC, Hulu, web, and social use, with evergreen / Labor Day versions planned separately
Completed spots are featured at the end of this case study.
Overview
P.C. Richard & Son needed more than a standard retail sale spot. The opportunity was to create a campaign that could still support products, offers, and seasonal windows, but with a warmer and more memorable story-led approach.
The creative direction became Serving Homes for Generations: three connected retail stories built around how real families shop, compare, disagree, drift, test, and decide. Instead of relying on narration to explain why P.C. Richard matters, the campaign placed that value inside the behavior of each scene.
The result was a compact, multi-format campaign system: three scripted spots, multiple product variations, broadcast and digital cutdowns, horizontal and vertical versions, and holiday-tagged deliverables for the July 4 sales window.
The Creative Strategy
The pitch centered on one core idea: a family-owned retailer should feel like one.
P.C. Richard & Son already had brand recognition, product breadth, and a trusted regional presence. The missing creative layer was a more human campaign language that could travel across TV, streaming, web, and short-form social.
Rather than build three disconnected ads, the campaign was developed as a small story world. Each spot uses a different shopping behavior to show why in-person retail still matters:
The Fit Test turns refrigerator shopping into a family stress test.
Touch It to Believe It turns mattress shopping into a corrective experience after online disappointment.
The List turns a simple errand into a broader home-upgrade conversation.
Each spot keeps the associate inside the story as a helpful presence, not a sales announcer. The staff support is part of the scene solution.
The project was awarded by the P.C. Richard & Son marketing team after Sanjay's in person pitch and follow up proposal which included playful narrative retail concepts, draft scripts, storyboards, and reference music to establish the tone of each spot. The goal was to move beyond standard product-and-offer advertising and build a campaign system rooted in character, behavior, and the value of shopping in person.
Spot 1: The Fit Test
The Fit Test follows a multigenerational family shopping for a refrigerator. The comedy comes from each family member having a different idea of what matters.
Mom wants to know if the casserole dish fits.
Grandpa cares about the weight and feel of the refrigerator door.
Maya wants bins, containers, visibility, drinks, leftovers, and a fridge that works for everyday life.
The associate quickly understands the pattern: they are not shopping by specs alone. They are testing whether the refrigerator can actually support the way their home works.
The spot uses physical comedy and product interaction to make the appliance feel useful: doors opening and closing, dishes sliding in, containers filling bins, and a final family approval beat. It is a product spot, but the story is really about household logic.
Spot 2: Touch It to Believe It
Touch It to Believe It follows a couple shopping for a mattress after being burned by an online purchase. They arrive overprepared: measuring tape, fabric swatches, and a tiny toy-sized bed that represents everything that went wrong the last time.
The story is built around skepticism turning into trust.
Leah and Jordan do not want to guess again. They want to touch the mattress, test the support, check the fabric, confirm the size, and understand what delivery and setup actually mean.
The associate does not over-explain. He simply validates the process and helps them find the right fit.
The final joke lands when the child notices the tiny mattress and wants it for a doll. What was a symbol of online disappointment becomes a toy for someone it actually fits.
This spot became the campaign’s main mattress story and supported multiple product-specific versions, including Tempur and Stearns variations.
Spot 3: The List
The List starts with a simple mission: a family walks into P.C. Richard & Son for one thing, a grill.
Mom has the list and wants to stay focused.
Grandpa gets pulled toward the TV wall.
Maya understands immediately that “one thing” is never really one thing.
The store becomes the catalyst for a wider home conversation. The grill is still the anchor, but the family starts noticing the rest of the room: TVs, comfort, hosting, seating, and everything else that suddenly feels connected.
The associate frames the truth of the scene: sometimes you start with one item, and the rest of the home starts making its case.
The spot works because it is not random browsing. Every distraction reveals a different family priority. The list becomes a comic device, and the store becomes a place where the household negotiates what it actually needs.
Production Approach
The campaign was produced during one contained overnight shoot at a P.C. Richard & Son retail location.
The production needed to be efficient, store-friendly, and flexible enough to support multiple versions from the same footage. That meant the shoot had to serve several purposes at once:
Capture strong performances for the full-length versions.
Protect clean story beats for 30 and 15 second cutdowns.
Capture product-safe coverage for multiple featured products.
Plan horizontal and vertical use from the start.
Preserve enough editorial flexibility for broadcast, web, streaming, and social delivery.
The shoot ran as a long overnight production with a compact cast and crew. The goal was to move quickly, stay organized, and capture modular coverage without losing the warmth and timing of the performances. The cast and crew were incredibly well-prepared, worked efficiently, and professionally.
Post-Production and Versioning
Post-production became one of the biggest parts of the project.
Each story had to work as a full-length piece and as shorter campaign assets. The edits also had to support holiday end tags, broadcast requirements, social-safe framing, vertical crops, audio finishing, timed music, graphics, captions, and file delivery.
The July 4 campaign package ultimately included 47 final deliverables.
Those deliverables included full-length horizontal versions for social / digital use, 30 and 15 second horizontal versions for broadcast / OTT, and cropped vertical versions for social.
The campaign also included multiple product-specific versions, specifically for the mattress and refrigerator spots, where the same story structure supported different featured products.
Rollout and Results
The July 4 versions were delivered for the holiday sales campaign and were well received by the P.C. Richard & Son marketing team and CEO.
The campaign was prepared for broadcast, streaming, web, and social rollout, including Optimum Cable, WABC, Hulu, and P.C. Richard & Son digital channels. The campaign was also built with enough flexibility to support additional evergreen and Labor Day use after the July 4 window.
What This Project Shows
Serving Homes for Generations shows how the Nuvee Club Studio can take a retail brief and turn it into a campaign system.
The work was not just three finished commercials. It was a full production and post pipeline built around story, product utility, multiple platform needs, deadline pressure, client review, and final delivery.
For the Nuvee Club Studio, this project proves:
Story-led retail creative
Multi-format campaign delivery
Broadcast, streaming, web, and social versioning
Contained production planning
Performance-driven scripting
Product-safe comedy
Fast post-production turnaround
Client-ready asset organization and QC
Scalable campaign extension for future retail windows
Credits
Executive Producer / Creative Director / Director / Producer / Cinematographer / Editor: Sanjay Singh
Production Manager: Surekha Singh
Assistant Director: Morgan Martin
Script Supervisor: Garrick Wheeler
Assistant Camera: Jason Vasquez
2nd Assistant Camera: John Vasquez
Sound Engineer: Drew James
Gaffer: Ciera Stenbar
Key Grip: William Zavaleta
HMU / Stylist: Veridiana Montas
Catering: Neil Singh
Colorist: Matthew Annitto @ Nice Shoes
Sound Mixer: Jon Flores
Original Music: Janae Yates
Cast
Associate: Kevin Kurz
Mom: Maria Mocerino
Grandpa: Rob Stoller
Maya: Sabrina Rudden
Jordan: Maleke Austin
Leah: Mickalia Forrester-Ewen
Child: Tara VanOmmeren
The Work
The List (Full Version)
Touch It To Believe It (Full Version)
The Fit Test (Full Version)
The List (30 Sec)
Touch It To Believe It (30 Sec)
The Fit Test (30 Sec)
Additional product-specific, broadcast, vertical, and cutdown versions were delivered as part of the full 47-file campaign package.