Zillow: Home Just Got Real

Buying a home isn’t easy these days. But getting home can happen.

An African American woman driving a car with a young girl sitting in the passenger seat looking at her.

A brand campaign that didn’t shy away from the realities of a tough market…

The 2024-2025 housing market was a dumpster fire, and buying a home has felt impossible for many first time homebuyers. So how could we help Zillow launch a integrated brand campaign about homebuying?

By keeping it real. An empathetic, optimistic campaign crafted to say “we see you” to first time homebuyers and position Zillow as the stalwart partner in getting home - even in a sh*tty housing market.

Bringing an optimism rooted in reality, that celebrated the grit, tenacity and ingenuity of real first time homebuyers.

A young woman with blonde hair and glasses holding a yellow mug in a kitchen with green walls and wooden cabinets, surrounded by various breakfast items and fruit on the counter.

We launched with a 90s anthemic film that follows a mom and daughter on their journey to buy a home. Then followed with a series of shortform films that drop us into the worlds of millennial first time homebuyers who found various ways to make home real. All directed by Karena Evans.

Recognizing real struggles,
And real triumphs.
With real laughs,
And real feels.

Client: Zillow

Creative Agency: 72andSunny

ECD: Bryan Rowles
GCD: Eugene Fuller
Creative Director: Tahirah Edwards-Byfield
Snr Writer: Caroline Tan
Snr Art Director: Erica Barringer
Writer: Sydnie Johnson

Production: Fela
Director: Karena Evans
Director of Photography: Carolina Costa

Editorial: Rock, Paper, Scissors
Editors: David Brodie & Damion Clayton (Journey Home)
Editor: Zoe Mougin (DIY Gifts, Dog House, Break Up, Homeowner Mates)

VFX: A52

Color: Company 3

Mix: Lime Studios
Mixer: Jeff Malen