Duraflame

ROLEs: Creative Direction, Copy, Design

THE JOB: Duraflame wanted to increase their sales despite already being the leader in their category. The client specifically wanted to speak to millennial and Gen-Z consumers looking for affordable luxuries for date nights or friendly gatherings. My team wondered…what kind of person would Duraflame be at parties?

THE RESULT: We landed on the tagline The Light of the Party, and the cheeky write-in sold the concept. The client loved this direction, and we settled on bringing it to life with photography that harkened back to the high-flash days of disposable cameras for that candid house party feel. Our first shoot focused on executions for “The Big Game,” March Madness, and Valentine’s Day that resulted in a suite of ads for use across Meta, Google, and retail media.

Party on, Duraflame!