No Videos. No Brand.
No Videos. No Brand.
During the production of this regional commercial campaign for Electrolux and Fred’s Appliance, our team at IF Company worked hand-in-hand with our friends at Victory Media to craft a story that would resonate deeply with the busy lives of American entrepreneurs. The ad centers on Spokane’s local food celebrity, Chandler Baird from @spokaneaats, capturing the essence of her bustling life as a mom, food blogger, wife, and business owner. The narrative unfolds, revealing the secret to her success—her Electrolux dishwasher, which seamlessly fits into her packed day, helping her manage it all.
We chose to shoot this commercial on our ARRI Alexa Mini LF, a camera known for its IMAX-rated quality, to ensure that every image felt larger than life. This choice was pivotal in making the emotions on screen feel tangible and relatable, drawing viewers into Chandler’s world. Our approach was lean and fast, reflecting the pace of Chandler’s day, ensuring that the final product was not only polished but also delivered online swiftly. By blending creativity with technical precision, we created an ad that’s as engaging as it is impactful, showing just how essential Electrolux is in the lives of busy individuals.
Executive Producer: Dayne Kuhlmann
Producer: Kristin Kilmer
Director: Mitch Williams
Director of Photography: Sam McGhee
Key Grip: Matt Champine
Grip: Morgan Caldbeck
Producing this Fred's Appliance regional commercial campaign has been an engaging creative experience for our team at IF Company. Working closely with our partners at Victory Media, we've crafted a series of ads strategically targeted across Washington, Idaho, and Montana. The production process was nothing short of collaborative magic. From the initial brainstorming sessions to the final shots, every team member—from clients and producers to production assistants and on-screen talent—played a pivotal role in shaping the creative vision.
We shot the entire campaign on the ARRI Alexa Mini LF, a cinema camera that brings IMAX-rated quality to every frame. This choice of equipment not only elevates the visual impact but also reflects our commitment to producing high-quality content. The energy on set was palpable as we worked lean and fast, ensuring each ad was as polished and engaging as possible. What we love most about these projects is the collaborative spirit that drives us, making the journey as rewarding as the finished product. With this campaign, we’re not just putting ads on the airwaves—we’re telling a story that resonates across the region, driving engagement and sales for the Fred’s brand.
Executive Producer: Dayne Kuhlmann
Producer: Kristin Kilmer
Director / DP: Sam McGhee
Key Grip: Matt Champine
Grip: Morgan Caldbeck
Production Assistant: Brysen Smith