Pushing Clients, Production, and Creativity During COVID


By the minneapolis egotist / /

In a year that made everything in our industry harder, Bolin managed to safely produce a broadcast TV spot that’s positive, fun, and not what you’d expect from a Menards-owned brand.

As the year that was 2020 has closed, Klëarvūe Closets will begin airing a thirty-second TV spot conceived and produced by Bolin during the height of the COVID-19 pandemic. The spot features a large walk-in closet and one, single talent. As the spot unfolds, Rachel Miller (a professional dancer here in the Twin Cities) dances and dresses her way from drowsy and vulnerable, to empowered and confident. Accompanying her moves is a catchy tune that reminds us to be “comfortable in (our) own skin.” The spot concludes with a simple logo treatment over a beautifully lit shot of the set. It’s simple, light and fun.

“Walk-in closets are places of transformation. Like Superman’s phone booth. We enter meek and mild, and leave ready to face the world. We wanted to bring that transformation to life in a fun, upbeat way,” said Kris Growcott – Writer & Director.

Under tight deadlines and with a limited budget, Bolin produced the spot in-house, building a 290 square foot luxury walk-in closet on the second floor of their Minneapolis headquarters.

“Our space provided a safe and controlled environment for the production, including daily temp checks, masks and social distancing. Unfortunately, travel bans prevented our client from being on set but that didn’t slow us down. From set design to the final shot, we collaborated virtually to share ideas, show progress and get approvals,” said Lindsey Denne, Chief Growth Officer.

Taking advantage of the build, Bolin also captured a library of stills for use on the web and in collateral. Working with a small, local team, Bolin was able to deliver the thirty-second spot, a longer version for web and social, and a dozen retouched photographs in less than a month.

“It’s a testament to our client’s trust in Bolin and our team’s ability to take action. We moved fast, wore multiple hats and pulled off something that would have been difficult at the best of times. Doing it during a pandemic, makes it all the more rewarding. I am proud of them,” said Justin Zwieg – Chief Creative Officer.

Menards invests heavily in broadcast television and the spot will air regularly during the early months of 2021 and beyond. Bolin has been working with Menards for over two years and the Klëarvūe Closets spot will be the fifth produced by the agency for the midwest-based giant.

CONT: Lindsey Denne, CHIEF GROWTH OFFICER, [email protected], 763 219 3080

AGENCY: Bolin 

DIRECTOR: Kris Growcott

WRITER: Kris Growcott

ART DIRECTOR: Justin Zwieg / Steve Pappas


PRODUCER: Jessica Anderson
DOP/COLOR: Martin Wheeler
GAFFER: Douglas Gander

GRIP: Layton Umpleby
EDITOR: Bill Rammer
SOUND: Nick Mihalevich 
DANCER: Rachel Miller


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