My Contributions

Strategy · Creative Direction · Copywriting · Art Direction · Production· Paid/Organic Social · Email/SMS

Target Audience

Affluent homeowners in Los Angeles, aged 40 and above. This audience prioritizes both aesthetics and functionality in their homes. They reside in established neighborhoods throughout Los Angeles characterized by high-income earners and a safe environment (low non-violent crime rates). Examples of desirable neighborhoods include Echo Park, Pico-Robertson, Hancock Park, Pasadena, and North Hollywood.

Channels

TV, Social, Programmatic

Wynstan, an Australian manufacturer of window coverings and security screens, sought to establish a firm foothold within the US market, with Los Angeles as its initial launch point. Their original 30-second television commercials relied heavily on crime statistics to motivate security screen purchases, with a secondary focus on window coverings. Wingman provided a two-phase solution to revitalize their creative approach:

Phase One: Templated Motion Graphics for Security Focus

We developed templated motion graphics spots emphasizing Wynstan's security screens. These easily customizable assets highlighted product benefits and promotional offers, replacing the reliance on crime statistics for a more action-oriented message.

Phase Two: OTT Campaign Partnership for Elevated Impact

We partnered with Raindrop Agency to develop a year-long suite of scroll-stopping OTT creative for both broadcast and digital channels. Leveraging the highly recognizable visual of Los Angeles' "security jail bars,” Wynstan's Beautiful & Tough campaign resonated with local audiences. It successfully blended education and entertainment, driving consumer engagement without relying on fear-based messaging.