Anticimex
Anticimex — one of the largest pest control companies in the world — operates several regional brands across the United States, each serving distinct markets with distinct pest challenges. The creative need was consistent: campaigns that felt local and relevant while maintaining the quality and professionalism of a global parent company. What started as a TV relationship with one brand grew into something much larger.
My Role
I wrote and directed TV campaigns for Viking Pest before expanding the relationship across four additional Anticimex brands — Clark's Pest Control, Modern Pest, Killingsworth Environmental, and Peachtree. Working independently with the client, I've since taken on full social media content production and am currently developing a new generation of AI-integrated customer onboarding videos.
The Approach
The creative challenge across the brand family was finding a single concept strong enough to anchor all five brands while remaining flexible enough to feel locally relevant. We developed a unified campaign framework — consistent in tone, format, and creative logic — that could be customized for each region's specific pest pressures. A campaign built for the Northeast didn't need to speak to the same concerns as one built for the Southeast, but both needed to feel like they came from the same creative DNA.
AI Innovations
This year's most forward-thinking project: a series of customer onboarding videos triggered when new clients sign up for a protection plan. Rather than a traditional production shoot — which would have required actors, locations, crew, and significant budget — I developed a workflow using Google Flow to generate life-like visuals. Combined with custom voiceover, music, and motion graphics, the final product is polished, on-brand, and indistinguishable from traditionally shot content.
The Outcome
The TV campaigns directly contributed to increased service calls and repeat client business — measurable commercial impact in a category where brand differentiation is genuinely difficult. The ongoing and expanding nature of the relationship speaks for itself: what began as a single TV client has grown into a multi-brand, multi-format creative partnership that continues to evolve.