Custom Creations to Bring A Client's Vision to Screen: Kremer Johnson for NYSERDA

Kremer/Johnson’s conceptual humor portfolio is robust, filled with imagery that uses tongue-in-cheek nods to advertise products and services. The New York State Energy Research and Development Authority (NYSERDA) came to them with a concept that fell right in line with this style and Kremer/Johnson immediately felt drawn to the creative. Wanting to create a campaign that promoted the cost-effectiveness of heat pumps, the idea was to use an inflatable sales tube, most commonly seen at car washes, to show consumers they don’t need to wait for a big sale to get the product. 

Of course, the photography duo could have used a pre-fabricated inflatable, but they wanted to take it one step further. They custom-made a tube to have a sad, drawn-out look on its front to hit home the idea that this sales tube was out of work due to the low prices of NYSERDA’s heat pumps. An extra step the client loved and brought together the campaign perfectly. 

Though the campaign was supposed to be a summer campaign, an unpredictable snowstorm came through the week of the shoot, making production a challenge. But with the right photographer and crew, those problems seem far away when you look at the final assets. 

We hope you love this campaign as much as we do, and that it turns any tearful salestube’s frown, upside down.