Thumbtack Recommendations Campaign:  “HVAC”, “TV Mounting”, “Moving”

Director: Adam Patch

Caruso Company produced a three-spot campaign for Thumbtack, directed by Adam Patch. The campaign includes “HVAC,” “TV Mounting,” and “Moving,” each centered on a common home project where people often look for quick advice or help.

Each spot follows a similar structure. A homeowner is faced with a task—mounting a TV, dealing with a small leak, or moving into a new space—and turns to a familiar friends and family source for guidance. That recommendation appears on screen through a split-screen, placing the homeowner on one side and the well-meaning but perhaps unqualified advisor on the other.

The visual motif carries across all three spots, reinforcing the idea of word-of-mouth recommendations. The advisor isn’t presented as incompetent or exaggerated, just slightly off—offering suggestions that don’t quite solve the problem. These interactions create small moments of friction, where simple tasks become more complicated than they need to be.

The tone stays grounded and observational, with performances played straight to keep the situations relatable. DP Emil Gurvin approaches the visuals with a naturalistic style, using filmic compositions and consistent framing to support the split-screen format without drawing attention away from the action.

As each scenario plays out, the contrast between informal advice and professional help becomes clear. Thumbtack is positioned as the alternative—connecting homeowners with trusted local professionals who can handle the job more efficiently.

From a production standpoint, the campaign required consistency across locations and setups while maintaining a unified look and a light tone. Editorial, handled by 1606 Studio, focuses on timing and rhythm and deftly folding in the split screen as needed.

Across all three spots, the campaign highlights a familiar behavior—asking around for help—and reframes it by showing Thumbtack’s more reliable way to get the job done.