The Challenge
Homeownership comes with constant uncertainty.
Strange noises. Leaks. Flickering lights. Things break when we least expect them. The first reaction is not to hire someone. It is to wonder: “Is this serious?”
Thumbtack
We Know
Homes.
Building a brand platform around homeowner uncertainty.
By Marcos Capriles Creative
Thumbtack connects homeowners with trusted professionals. The opportunity was to create a platform that captures the emotional reality of owning a home.
Not just a campaign.
A creative system that can last for years.
RoleCreative Director | Copywriter
ResponsibilitiesCreative Direction • Copywriting • Campaign Development
CollaborationDeveloped in collaboration with the Thumbtack Brand Manager.
The Insight
People don’t buy repairs.
They buy confidence.
A plumber is not the product. An electrician is not the product. Peace of mind is. Every strange noise creates the same question: “Should I be worried?”
The Platform
We Know Homes.
A strong platform should not stop at one campaign. It should create a system that inspires years of storytelling.
We Know Homes. positions Thumbtack as the expert that understands homes better than homeowners do.
No matter the problem.
We know homes.
Creative Territories
One platform.
Eleven territories.
Instead of searching for one campaign, I explored multiple creative territories to demonstrate the flexibility of the platform across comedy, history, culture, family, and social storytelling.
Houses Have Personalities
Observational comedy about the strange and funny things homes do.
Freezer Light · Singing Shower · Night Sounds · OOH
Instinct
Nature knows how to build and maintain a home. People need a little help.
Beaver · Bees · Birds · Instincts Collide
History Repeats Itself
Historical satire proving that DIY overconfidence is timeless.
The Column · Uneven Floor · The Bath · Mural · Indoor Heat
Haunted House
Horror meets home maintenance. Some houses are not haunted. They are simply unfixed.
The Leakening · The Exfloorcist · Possessed Plumbing
Don’t Do What They Did
Mockumentary stories documenting spectacularly bad DIY decisions.
Toilet Therapist · Insulation Mishap · Feng Shui Electrician
Nobody’s Gonna Know
Social-first storytelling inspired by DIY confidence and internet culture.
Ceiling Fan · Floating Shelf · Paint Match
Obama’s House
World-scale leadership meets one stubborn household repair. Even the most capable people need expert help at home.
Bubble Dilemma · Lightbulb Diplomacy · Back-Porch Leak
Little Fixers
Big confidence. Tiny experience. A four-inch family repairs homes after dark.
Night Watch · Hairline · Buzz
The Oracle of Home
Answers are everywhere. Clarity is rare. Thumbtack simplifies the chaos.
Clarity in the Chaos
The Game Show
When DIY feels like guessing, Thumbtack is the answer that prevents the wrong choice.
Entertainment-led platform execution
Why It Works
One insight.
Infinite stories.
Every territory reinforces the same promise from a different angle, allowing the platform to adapt across audiences, formats, and cultural moments.
FilmSocialOOHDigitalPrintExperiential
Process
From exploration to a system.
Developed collaboratively with the Thumbtack Brand Manager through multiple rounds of strategic refinement. The goal was not a single campaign. It was a creative system built to grow with the brand.
From Platform to Execution
INSIGHT
BRAND PLATFORM
CREATIVE TERRITORIES
EXECUTIONS
AI-generated imagery was used for concept visualization during creative development. The work was not produced.