BBDO NY Launches Spring HyperMade Effort for Lowe’s

By Erik Oster 

Get back to nature in the city. Create a wall garden to spruce up a small patio. Click link in the profile for steps. #hypermade #lowes

A video posted by Lowe's Home Improvement (@loweshomeimprovement) on

BBDO New York launched a spring effort for Lowe’s, made up of 15-second HyperMade videos hosted on the brand’s Instagram page, inspired by popular Pinterest projects.


In “Urban Garden,” (featured above), for example, a young couple demonstrates how easy it is to complete such a project with the proper equipment from Lowe’s. The couple’s rooftop balcony goes from nearly plant-free to full-fledged garden over the course of 15 seconds. Other videos in the campaign champion projects such as creating a privacy wall and turning an old mailbox into a gardening toolbox. There are also step-by-step project instructions on Lowe’s Tumblr and Pinterest pages to accompany the videos, for those inspired to give it a go for themselves. The campaign follows a similar effort last December, which saw the agency utilizing Vine and Instagram to demonstrate simple DIY projects.


Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Lauren Connolly
Executive Creative Director: Tim Bayne
Sr. Creative Director: Mike Sweeney
Sr. Creative Director: Molly Adler
Associate Creative Director: Kim Baskinger
Copywriters: Jessica Rello and Talon Gustafson
Art Directors: Klane Harding
Group Planning Director: Emily Viola
Director of Integrated Production: David Rolfe
Executive Producer: Kristin Tomborello
Interactive Producer: Whitney Husnik
Senior Director: Jim Reath
Senior Director (Digital and Emerging Platforms): Bob Estrada
Account Supervisor: Tyler Harris

Production Company: Vanishing Angle
Directors: Adam Bolt and Hoku Uchiyama
Director of Photography: Frank Barerra
Executive Producer: Matt Miller

Post-Production: Vanishing Angle
Post Creative Director: Adam Bolt and Hoku Uchiyama