Creative Brief

To launch the GF Company Store, we produced a 70-second, 90s-inspired infomercial designed to transform a routine internal announcement into a moment employees would actually want to watch. Timed alongside the rollout of GF’s refreshed mission and growing employee pride, the campaign responded to a clear internal insight: employees were actively asking for GF-branded gear, and the store launch needed to feel worthy of that enthusiasm. 

Leaning into the resurgence of nostalgic marketing, particularly 90s and Y2K aesthetics, the infomercial used quick pacing, bold graphics, and a familiar late-night format to deliver information intuitively rather than instructionally. The result felt closer to a social post than a traditional corporate announcement. Nostalgic pop-ups and on-screen callouts highlighted the new GF gear and directed viewers clearly to the store, showing rather than explaining how to engage. 

The video features members of the marketing team alongside architects, reinforcing cross-disciplinary collaboration and emphasizing that the GF brand is built by the people behind it. The intentionally over-the-top tone made the content approachable and fun without feeling forced or overly polished. 

More broadly, the project reflects GF’s approach to internal communications: treating internal launches with the same creative care as external campaigns. By making the announcement feel celebratory and culturally relevant, the video helped turn a simple store launch into a shared moment that strengthened connection, alignment, and pride across the firm. The effectiveness of this video reflects our ability to turn an announcement into an engaging experience that drove awareness, adoption, and pride firmwide.