These 'Fireside Chats' center around a guy named Mike and his dog Piggy (both their real names), and the 'chats' are really Mike's musings and observations around a fire - something people naturally do when hanging out by a fire.
The goal with 'Fireside Chats' is to capture the attention of a younger audience and get them to think about Duraflame - and not just 'your grandpa's' Duraflame - the Duraflame that you can burn outside in firepits when hanging out with your friends. Or your dog.
Teak is a branding and content studio in San Francisco and the agency of record for Duraflame. Its goal was to re-invigorate the brand with a younger audience - what it calls 'Bridging Millennials' - those late 20/early 30-somethings that are partying less, settling down and making a home for themselves.
It's re-imagining the brand - launching a completely new website later this year and will be doing ongoing content with a goal to get the attention of this younger audience and give them more reasons to have a fire.
Creative director: Kevin Gammon
Writer: Jessica Volodarsky
Producer: Lauren Finerman
Post-producer: Jan Frei
Editor: Tiffany Mascarenhas
Assistant editor: Jasper Sharp
Director: Kevin Gammon
Director of photography: Alec Rodriques