We spent the day today on location at Larco Homes Accolade models getting ready to launch an exciting 2012 campaign – they’re a superior builder and we had a great time shooting with Maureen Welch, DP Aldo Vissagio, and the rest of the crew.

In many meetings we talk about how the internet is changing as far as expectations and opportunity – always with an eye to gauging the intent of visitors who come to Larco’s website. Inevitably we talk about two things – social media and video. Today was a great example of seeing where the future of video is taking us.

We have long ago passed the notion of a website being a stale repository of collateral. The thing that really came to mind today was that video allows us to shape a person’s perception of the experience of coming to a website. While we were shooting, I really began to focus on how video is allowing us to make a website behave more like what we would have thought TV would stay dominant as – there’s a formality to it – a beginning, a middle, an end. Some direction. But at the same time also finding ways to jump beyond the screen and transcend the medium to create a better experience.

I think when you see Larco’s campaign launch in a few weeks you’ll agree – we’re shaping the future of a home buyer’s experience on the internet by using video to more effectively communicate the core values of Larco’s 2012 campaign.