Creative Direction

Prepared for Carolina Windows & Doors

Project Vision

The Objective

  • Evolution, not Revolution: Keep the core elements that work (Blake, Brad, and the local legacy) but elevate the execution to match the quality of the product.
  • Visual Authority: Shift from a "Local News" aesthetic to a more polished, documentary style that builds higher trust.
  • The "Factory Advantage": Lean heavily into the manufacturing process. This is the #1 differentiator against big-box competitors.

The Approach

  • Authentic & Unscripted Feel: Move away from stiff delivery. Capture Blake and Brad in their element (factory floor, job sites) where they are naturally comfortable.
  • Modular Content: Create assets that work on TV but can be sliced into high-performing social clips for Instagram/Facebook.
  • Show, Don't Just Tell: Use visuals (heat tests, noise reduction, installation) to prove the quality rather than just talking about it.
Concept 01

Built for the Noise

The Vibe: High-Energy, Industrial, Premium.
The Hook: "Built here. Tested here."
The Strategy: Uses the "Match Cut" technique to link factory chaos with home silence. Position the manufacturing noise as a sign of quality.
View Full Script (60s)
0:00 VISUAL: INT. FACTORY – DAY. Chaos. Saw cutting vinyl. Loud. Fast. Chips flying. Industrial intensity. BLAKE: (Yelling, smiling) It gets loud in here. Real loud.
0:08 VISUAL: INT. FACTORY – DAY. Brad walks through, inspecting frames. Workers moving with speed and precision. BRAD: (Yelling) But that noise? That’s how you know it’s being built right.
0:15 VISUAL: CLOSE UP – WINDOW SLAM. Blake drops/slams a double-hung window shut. HARD CUT.
0:18 AUDIO: SILENCE.
0:19 VISUAL: INT. SUNROOM – DAY. Match cut. Bright. Peaceful. The same window installed. Brad locks it gently. BRAD: (Soft, normal voice) Because once it leaves here… you shouldn’t hear a thing.
0:27 VISUAL: INT. SUNROOM – DAY. Blake and Brad relaxed. BLAKE: For over 40 years, we’ve been building windows right here in Eastern North Carolina… for Eastern NC.
0:34 VISUAL: FEATURE B-ROLL. Tilt-in cleaning. Locks. Weather seals. Smooth glide. BRAD: Built for our heat… our storms… our sideways rain… and yes — your neighbor’s loud yard tools.
0:46 VISUAL: EXT. HOME – DAY. Install moment. Homeowners smiling. Handshake. Pride. BLAKE: We don’t ship them in from somewhere else. We build them here. We install them here. And we stand behind them here.
0:56 VISUAL: DRONE / BRANDING. Factory or truck pulling away. Logo fade. BRAD (V.O.): Carolina Windows and Doors. Built here. Tested here.
Concept 02

Made for Eastern NC

The Vibe: Cinematic, Emotional, Local Pride.
The Hook: "Made for Eastern NC."
The Strategy: Connects the brand to the local landscape. It’s not about the window; it’s about protecting the view through it.
View Full Script (60s)
0:00 VISUAL: EXT. EASTERN NC – SUNRISE. Montage: water, misty fields, downtown, porch swing, marsh grass moving. BLAKE (V.O.): Eastern North Carolina… it’ll give you all four seasons in one week.
0:10 VISUAL: INT. HOME – MORNING. BLAKE (V.O.): Heat. Humidity. Hurricanes. And sunrises that make you stop what you’re doing to notice.
0:20 VISUAL: EXT. COUNTRY ROAD – GOLDEN HOUR. Carolina Windows truck cruising. Smooth, cinematic. BRAD (V.O.): For over 40 years, our family’s been helping families right here… protect what they love.
0:30 VISUAL: INT. HOMES – WINDOWS FRAMING VIEWS. Beautiful shots: casement, double-hung, picture windows. Each one framing “home.” BRAD (V.O.): We don’t build windows for somewhere else. We build them for this. So the light comes in… and the weather stays out.
0:44 VISUAL: EXT. PORCH – JOB SITE. Older couple. Warm handshake. Honest smiles. BLAKE (On Camera): We’re not a national chain. We’re your neighbors. And we’re proud to build windows that belong here.
0:56 VISUAL: HORIZON / LOGO FADE. Sun cresting. Logo. BRAD (V.O.): Carolina Windows and Doors. Made for Eastern NC.
Concept 03

The Shield

The Vibe: Cinematic, Bold, Simple.
The Hook: "We build a shield."
The Strategy: Shifts focus from just windows to a full "Home Protection System," highlighting windows, doors, metal roofing, and sunrooms.
View Full Script (60s)
0:00 VISUAL: EXT. EASTERN NC – STORM BUILDING. Wind through trees. Dark clouds. Rain starting. Heat shimmer. Subtle sound design. BLAKE (V.O.): Eastern North Carolina hits different.
0:08 VISUAL: QUICK CUT THREATS. Hurricane clips, sideways rain, harsh sun, humidity fogging glass, tree limbs, roof runoff. BRAD (V.O.): That’s why we don’t just build one thing… we build a shield.
0:15 VISUAL: WINDOWS. Factory build + install + quiet interior shot. BLAKE (V.O.): Windows that keep the heat out… BRAD (V.O.): …and the calm in.
0:25 VISUAL: DOORS. Door shutting with a satisfying seal. Lock click. Wind sound muffles. BLAKE (V.O.): Doors built to seal tight… BRAD (V.O.): …when the wind tries to push through.
0:34 VISUAL: METAL ROOFING. Metal roofing install. Rain running off clean. Strong visual lines. BLAKE (V.O.): Metal roofing made to take the hit… BRAD (V.O.): …and handle season after season.
0:43 VISUAL: SUNROOMS. Beautiful bright sunroom moment. Comfort. Golden hour. Family vibe. BLAKE (V.O.): And sunrooms built for our climate… BRAD (V.O.): …so you can live in the light without living in the weather.
0:52 VISUAL: EXT. HOME – WIDE HERO SHOT. A finished home reveal. Truck in driveway. Crew leaves. Home looks protected + upgraded. BLAKE (On Camera): Our products are designed to protect your home in Eastern NC— we build it here… and we test it here.
0:58 VISUAL: LOGO / END CARD. BRAD (V.O.): Carolina Windows and Doors. Built here. Tested here.
Concept 04

The Carolina Check

The Vibe: Social-First, Educational, Problem/Solution.
The Hook: "If your home is leaking comfort, it’s not old... it's failing."
The Strategy: A "Content Machine" approach. Uses a modular checklist (Windows, Doors, Roofs, Sunrooms) to create one big Hero Video + multiple 15-second social ads.
View Hero Script (:60)
0:00 VISUAL: INT. HOME RENOVATION – DAY. Blake walks through a real Eastern NC home. Natural light. Clean handheld vibe. BLAKE: If your home doesn’t feel comfortable lately— your windows, doors, or even your roof might be the reason.
0:07 VISUAL: QUICK CUT: “THE CHECKLIST” GRAPHIC. On-screen text: THE CAROLINA CHECK ✅. Each item appears as we see it. BLAKE (V.O.): Here’s what we see every day across Eastern North Carolina…
0:10 VISUAL: OLD WINDOW CLOSE UP. Hand feels draft, foggy glass, rattling frame. BLAKE: Drafts… foggy glass… windows that stick or rattle in the wind— that’s not “normal.” That’s failure.
0:20 VISUAL: FRONT DOOR – DAYLIGHT LEAKING. Blake points to light shining around edges. BLAKE: And if you see daylight around your door… you’re not just losing air — you’re losing money.
0:28 VISUAL: EXTERIOR ROOF SHOT. Quick shot of older roof, water staining, concern moments. BLAKE (V.O.): Roof looking tired? Spots showing up inside? Eastern NC weather doesn’t wait around.
0:36 VISUAL: BACK PORCH / OLD SPACE → CUT TO FINISHED SUNROOM. Before/after moment. Bright, comfortable space. BLAKE: And if you love the view but hate the heat, pollen, or bugs… that’s exactly why people add a sunroom.
0:45 VISUAL: QUICK CUT MONTAGE: FACTORY / INSTALL / FINISHED SHOTS. Windows. Doors. Sunroom. Roofing. Local team. BLAKE: At Carolina Windows and Doors, we don’t order this stuff from somewhere else. We build it here. We test it here. And we install it for Eastern NC homes.
0:56 VISUAL: BLAKE AT FRONT DOOR / HOMEOWNER MOMENT. Handshake or simple smile. BLAKE: If something feels off at your house… we’ll tell you what’s going on, and we’ll fix it the right way.
View Social Cutdowns (:15s)

The "System" strategy allows us to cut the hero video into specific 15-second ads for social media retargeting.

WINDOWS (DRAFT TEST): BLAKE: If the flame moves… you’ve got drafts. That means your AC is working harder and your bill’s going up. We build windows here in Eastern NC — tested for Eastern NC weather. Let’s replace yours the right way.
DOORS (LIGHT TEST): BLAKE: If you can see light around your door… you’re losing comfort, security, and money. We build and install doors made for Eastern NC homes. Built here. Tested here.
METAL ROOFING (STORM SEASON): BLAKE: If your roof is already showing wear… storm season will find the weak spots. Metal roofing built here, tested here — made to handle Eastern NC weather.
SUNROOM (LIFESTYLE): BLAKE: If you love the view but hate the heat and bugs… it might be time for a sunroom. Built here. Tested here. Installed here.