CALIX // Providing Possible
– Keeping You Connected –
Your cable company or internet provider has a lot on their plate—maybe now more than ever. Many of them lean on a company like Calix, which offers services like intelligent software platforms and cloud analytics, to help them run their businesses. In collaboration with the California-based agency Decision Counsel, we created images on behalf of Calix—a longtime client of DC— for a campaign that targets internet service providers with a one-stop marketing shop: they can download integrated media kits, swap their logo into them, and use them to speak directly to their customers.
While so many of us are staying home as much as we can, internet access has become increasingly crucial to our livelihoods and social activities. But, even before the pandemic changed everything, that access was pretty clutch for most of us.
The Calix campaign, called “Providing Possible,” goes beyond technical stats and software specifications to focus on the opportunities that connectivity creates—from a great Netflix sesh to a reliable home office. Our lifestyle photography brings those familiar possibilities to life.
The photos we captured are accessible on an internal website for Calix’s customers; they can download them and integrate them into their marketing materials across several channels, from Facebook ads to physical postcards. Our images will be seen across the United States for potentially 800 communications service providers.
We were thrilled to work with a Creative Director who came to us with inventive ideas from his SF-based agency, but also let us contribute significant creative input. The rest of the crew—including skilled grip, vanities, and props departments—were integral partners in our collaboration, too.
We had the freedom to set dress the house we used for our location, tailoring it to the specific concepts we’d dreamed up. It’s a little nostalgic to remember, actually, because this was our last shoot before COVID-19 really took hold in the US. Production will look really different as we return to the set—but we’re looking forward to the same creativity and camaraderie, even as we’re making significant changes to keep each other safe.
