OnTech: Start with the Good Part

The Problem
The smart home category had become anything but smart. Installers would show up sometime between “8 and 5,” finish the setup, and leave customers with a pile of instructions and zero understanding. OnTech wanted to redefine the experience – to make smart home tech actually feel smart from the moment it was installed.

The Insight
People don’t fall in love with tech manuals. They fall in love with what technology lets them do. The moment of delight isn’t when the device turns on, it’s when someone realizes how it fits seamlessly into their life.

The Solution
We built the campaign around a simple idea: “Start with the Good Part.” Instead of showing installation or setup, we focused on the moments that matter—the first time a customer locks the door from their phone or checks who’s at the door from anywhere.

In a one-day shoot, we captured three short films and a library of photography assets. The launch spanned online video, social, and web. Within weeks, OnTech hit its first-ever $1 million revenue week – then did it again the following week. Turns out, when you start with the good part, everything else follows.