Selected work

Civic campaign film

Concept · Writing · Music · Direction · AI Storyboards · Film

Best of Tennessee

A voting campaign built around one simple, uncomfortable truth: when you do not make the decision, someone else will.

The assignment

Make voting feel personal without making people feel attacked.

Best of Tennessee needed a primary-election campaign that could reach people who were not waiting for another political lecture. The message had to be clear fast, emotionally legible, and useful across paid social, digital, and video placements.

The harder problem was tone. We wanted to motivate Tennesseans to participate without turning anyone into the enemy. No civic scolding. No heavy policy explainer. No partisan monster. Just the very human frustration of someone else making decisions that should belong to you.

That became the spot: a normal person moving through ordinary moments while one unbelievably annoying human keeps deciding for him.

The creative leap

An annoying human became the whole strategy.

01 / Insight

Make absence visible.

Primary participation can feel abstract until someone literally starts making your choices for you.

02 / Tone

Funny, not mean.

The spot needed tension without contempt. Dale is irritating, familiar, and human, not a political villain.

03 / Escalation

Let the joke become the message.

Small everyday choices keep getting taken away until the campaign line feels inevitable.

From prompt to production

The AI boards were not decoration. They were the map.

Before the shoot, we built visual storyboards to test the tone, camera language, escalation, and strange little comedy of the idea. They helped the team see the commercial before production day, then gave the finished spot a clear target to chase.

The wild part is how closely the boards informed the final piece. The commercial still came alive through cast, crew, performance, timing, and collaboration, but the shape of the world was visible from the beginning.

Opening setup
Decision taken
Choices escalate
The interruption becomes a character
Campaign line
Call to action

The work in practice

A campaign film built around one sharp idea.

The concept moved from strategy to boards, from boards to set, and from set into a director’s cut that keeps the humor, friction, and human clarity at the center of the message.

Director’s cut
AI storyboard sequence
Production day
Dale takes the room
Cast and crew
On-set monitor
The annoying human
Production slate
Ensemble energy

The strategic shift

The message moved from civic duty to personal agency.

What it could have been

A voting lecture

Civic responsibility, political stakes, and procedural reminders competing for attention in a noisy election season.

What it became

Someone else decides

An everyday comedy where the audience feels the problem before the campaign ever explains it.

Built with Bolo Bros Creative

A fast-moving idea became a full production system.

A Friendly Universe shaped the concept, writing, music, visual storyboards, direction, and director’s cut, then partnered with Bolo Bros Creative to bring the spot into production with a generous ensemble cast and a team that understood the tone.

  • 01

    Campaign concept

  • 02

    Script and writing

  • 03

    Original music direction

  • 04

    AI visual storyboards

  • 05

    Directing

  • 06

    Director’s cut

Let’s make the ask feel human

Need a campaign idea people can understand in seconds?

We help civic and purpose-driven teams turn hard asks into stories with a clear idea, a real human center, and enough craft to make people keep watching.

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