QVC’s “Special Every Day,” Directed By Kaboom’s Plummer/Strauss, Brings Holiday Calendar To Life

A new spot for QVC “Special Every Day” is a window into a joyful season of giving. Kaboom directing duo Plummer/Strauss created a magical holiday calendar come to life for agency 360i in a campaign where each day brings a moment to treat yourself and others, and the gift of creating new traditions.

“There’s a magic to opening that little window on a holiday calendar each day to see what’s waiting inside. Checking in on QVC’s ‘Today’s Special Value’ is like a real-life version­, but with deals on fashion, kitchen gadgets, and amazing self-care products,” explains 360i Creative Director Bree Housley. “Plummer-Strauss took this idea and ran with it–both literally and figuratively–to bring the energy, joy, and inspiration we all hoped to capture.”

Designing what feels like an effortless flow from each special day-to-day involved many moving parts including a festive, custom built miniature apartment. Known for crafting complex and technically exacting shoots, Plummer/Strauss were excited to partner with miniaturist Kate Stransky to create a scale model with numbered windows that capture the feeling of a holiday calendar. Moving into each space, audiences have a literal window into happy moments of warmth and cheer. These vignettes, filmed over the course of a single day, are windows into the lives of families, friends and individuals enjoying the moment with unwrapped deals from QVC.

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Lauren Schwartz