BEST OF THE WEST
BEST OF THE WEST
GRATITUDE IN ACTION
After expanding into many cities, Raider Lights hit a major milestone—winning the Best of the West award in their hometown of Lubbock. This recognition meant a lot to the team, and they wanted to create an ad that not only celebrated the award but also reflected the heart behind their business. More than just a win, it was an opportunity to say thank you to the community that helped them grow.
To show their gratitude, Raider Lights launched a give-back initiative aimed at spreading holiday cheer to families who may not have been able to afford professional lighting services. They reached out to previous customers and invited them to nominate someone deserving. From those submissions, several homes were selected—and Raider Lights installed their holiday lights completely free of charge. The ad captured this story, highlighting not just the company’s success, but its commitment to using that success to make a difference.
COORDINATED WITH CARE
One of the key challenges during this project was capturing the story authentically while working around the installation crew. Since the goal was to highlight genuine moments of giving and gratitude, we prioritized candid, unscripted footage. That meant working closely with the crew to ensure they felt comfortable and supported on camera, all while capturing the natural interactions and emotional moments that would bring the ad to life. Balancing production needs with respect for the workers’ time and space required careful coordination, but the result was a heartfelt, authentic piece that stayed true to the spirit of the campaign.