RENEWAL BY ANDERSEN OF FLORIDA:
NEW HORIZONS TELEVISION SPOT

Medium: Television
Industry: Home Improvement

Project Context:

When Renewal by Andersen of Florida became the official window and door replacement partner of the Jacksonville Jaguars, they wanted the Sunshine State to know.

Originally, Urban Meyer — the coach of the Jacksonville Jaguars at the time — had been prominently featured in the spot, even performing the initial voiceover. After his scandal in October 2021, we needed to pivot and recreate the TV spot without him.

Solution:

The overall goal of the spot was to create a sense of on-screen cohesion between a sports team and a window and door replacement company, the likes of which do not mesh naturally.

Thus, I wrote this script to focus on a mutual love of the Jacksonville community: the shared desire to foster a better future. By creating parallels between the accomplishments, history, and overall impact of the two, “New Horizons” was born.

After Urban Meyer left the Jaguars, I made minor edits to the script to remove any reference to the then-coach before passing the revision on to the production team.