The creative process behind WE REALLY CARE II by AMINIS

The creative process

The creative process behind

behind WE REALLY CARE II by AMINIS

WE REALLY CARE II by AMINIS

Where vision, sound, and movement came together to bring WE REALLY CARE II to life.

How WE REALLY CARE II Came to Life

Our focus goes beyond the video. It’s about the entire process where each step builds toward a purposeful launch.

VISION

PLAN

FILM

LAUNCH

VISION

PLAN

FILM

LAUNCH

Direction & Concept

The script followed a simple but powerful structure: “We really care about…” paired with scenes of real, everyday warmth. From families gathered around a firepit, to dads being surprised with game room gifts, to moms relaxing at home, we captured the little moments that define comfort, connection, and love. We also expanded the idea of “family” to include everyone who makes a house feel like home: babies, pets, veterans connecting from afar, friends around a holiday table. Every frame was designed to feel familiar, heartfelt, and genuine.

The process

Filming during the pandemic came with its own set of challenges, but the message gave us purpose. We worked closely with real families to bring the story to life in safe, meaningful ways. Each scene was centered around a piece from Amini’s, firepits, pool tables, massage chairs, rugs, barstools, and more; but the focus stayed on how those pieces help create spaces where people can feel connected and cared for.

Beyond the Frame

A commercial is more than one piece; it’s the collection of elements that come together to tell the story and make the project a success.

THE OUTCOME

We Really Care II wasn’t just a commercial, it was a reminder that home matters; that joy can be found in the small things; and that Amini’s is still there, helping people create spaces that feel good to live in. The campaign resonated deeply with the audience and became a continuation of the values introduced in the first spot. It strengthened Amini’s voice as a brand that truly understands what home means, especially when the world feels uncertain.