Farm League uncovers the heart driving Comcast tech in emotive campaign

Creative film company Farm League has unveiled its latest campaign for Comcast, in collaboration with 72andSunny. 

Directed by Farm League’s Taimi Arvidson, Designed With Love debuted during the Super Bowl in Washington DC and Philadelphia, taking viewers on an emotional journey that highlights the human experience and connection at the core of Comcast's cutting-edge technology.

A true celebration of the humanity behind Comcast's most innovative technology, the multi-part campaign aims to illuminate the stories of its real engineers and their muses, providing a glimpse into the profound connection between technology and people’s emotions. These stories range from a loving father seeking to amplify his child's voice, to a son yearning to reconnect with his dad through shared passion for their favourite game. Despite the diversity of these narratives, the common thread is clear, everything is designed with love.

Director Taimi Arvidson was brought into the process early by the team at 72andSunny New York to story produce by conducting in-depth pre-interviews with the employees. She collaborated closely with the agency creative team to help shape the creative approach for each individual film and inform the visuals based on those interviews. Bringing a documentary process to a commercial setting, she ensured that authenticity was honoured, incorporating genuine details and photographs, and carrying out precise casting.

A key element was creating a comfortable environment for Comcast employees to be themselves in, amidst the madness of a large production. Coming together, the crew worked to maintain the intimacy needed for authentic documentary storytelling despite the size of the shoot.

The campaign in total told the story of five employees, and the full suite of deliverables included the long-form films, which are available on Comcast’s YouTube and social media, as well as broadcast :60 and :30 cuts, and dozens of shorter social variations.