The story of the road to true love
We “rose” to the occasion by taking ABC’s brief and creating a story representing our bachelorette’s journey to matrimony. She starts in an open landscape representing her singlehood, but dramatically enters the golden gate to a magical garden where her suitors await. As she walks along the road, roses blossom all around her, representing the vast ocean of dates ahead. She enters a mysterious arbor acting as a bridge between past and future to find a secret throne room where she will finally don her crown as the new rose queen, enabling her to choose her one true love.
Visually, we wanted a progression of blooming and full rose growth throughout the spot, an apt metaphor for our bachelorette’s budding romances. What begins as clear skies and an empty landscape evolve into a flourishing gardening, overflowing with love and possibilities.