iRobot was rolling out its new brand tagline, "Better Together," at the end of 2015 and wanted to introduce it to fans during the holiday campaign. We thought it would be cool to emphasize the humanity of the tagline by showing how real families are Better Together around the holidays.
Instead of creating ads, we went to three homes and captured everyday life in a magazine-style photoshoot, complete with a journalistic approach to the writing that focused on story first. By involving the audience in the characters we interviewed, we were able to bring iRobot and "Better Together" into the story authentically.
Better Together Profile: Rick Malwitz
Take a drive down a certain leafy street in Broomall, Pennsylvania and you'll pass the home of Rick Malwitz. Don't worry if you miss it. From the outside, Rick's two-level house, its front porch choked with kid's toys, blends in with the neighborhood. Call it camouflage. Because inside, you'll find a guy with an obsession usually found in Hawaii, not landlocked Broomall. Scroll through to discover the many interests that drive this husband and father of two, and find out why Rick, his family and their Roomba are Better Together.
Better Together Profile: Chaucer Barnes and family
Moving to a big house suburban New Jersey was a surprise to Chaucer and Ashely, who figured they'd never leave the cultural comforts of their beloved rental in Brooklyn. But like so many other migratory urbanites, a growing family pushed them to seek wider yards and more square footage. Being a homeowner never occurred to Chaucer as a possibility until he visited a friend and mentor who made the move a year before. Check out the album to meet the newly transplanted Barnes family and see why they're Better Together.
Better Together Profile: Diana and Cleo
Meet Diana Yen and Cleo. One is a food stylist and the other is an Instagram celebrity. Or maybe they're both Instagram celebrities. Together, they share a beautiful apartment in Brooklyn Heights, where they love spending a little "we" time between their busy cooking and modeling careers. Check out their photo series to see why Diana and Cleo, two free spirits, are Better Together.