Pioneer

Pioneer Home Services came to us with a fun but ambitious ask: they had a logo and digital character but needed a partner to bring him to life for the first time in a full commercial ad campaign. What should he look like? What should his personality be? How do we even pull this off? Cumberland brought together the right creative team to ideate, research, and develop the character's persona, then wrote the spots for the TV campaign. We shot the campaign in-studio, building custom sets from scratch and casting the perfect actor to play Pioneer Man, along with comedic talent to play the family.