Focus Group

The Village at Providence Point (TVPP) needed a bold campaign to build anticipation for its new Life Plan Community in Annapolis. With development still underway, the challenge was to spark excitement before prospects could experience the campus firsthand. Our solution? Let their imaginations do the talking — literally.

“Focus Group” is a lighthearted, fast-paced TV spot that flips the traditional brand pitch on its head. Instead of narrated tours or glossy visuals, we placed a group of older adults in a mock focus group and let their reactions steal the show. What begins as a calm, moderated discussion quickly unravels into chaotic enthusiasm, with characters interrupting, claiming model homes off a tabletop diorama, and competing for airtime. Behind the scenes, two unseen observers add to the humor as the moderator loses control.

With its comedic tone, growing energy and personality-driven performances, the spot brought the future of TVPP to life, making it feel relatable, irresistible and just around the corner.