SimpliSafe / “Fear Is Everywhere”

SimpliSafe, the award-winning leader in DIY home security, creates peace of mind without the mark-up. Up until 2018, they had done so without expending effort towards brand building in any real sense. We were charged with developing their initial brand campaign, something that would sear the name “SimpliSafe” into the minds of homeowners. While not initially intended to be a ‘Big Game’ spot, developing the work led us on a circuitous path that ended with a :30 commercial in Super Bowl LIII, as well as a :60 ‘hero’ spot.