This campaign promoted a new competition series called Flipping the Block. In southern California, four teams of two lived in the same apartments they were renovating. Whichever team added the most value to their apartment, over the course of the series, won the competition. Tight deadlines, limited budgets and living in close quarters caused drama... the kind of drama you’d see on Melrose Place... but G-Rated, and with hammer, nails and paint.  We used this “home renovation + Melrose Place” as inspiration for our campaign. The key art and end pages were shot in the traditional SoCal apartment courtyard, with talent posed with attitude near the pool.    

The Flipping the Block campaign was marketed across all platforms, from to TV to print, to digital to mobile.