Berkshire Hathaway HomeServices needed a more vivid way to show what sets a great agent apart. “Born for This” reframed the job as not just a learned skill, but a deep-rooted passion. The campaign was built to show the kind of person who is wired for the work — and the signs have been there all along.
What made the throwback approach work was that it wasn’t just aesthetic. Looking back at those early-life moments gave the campaign a way to substantiate the idea — showing that for many agents, the path wasn’t a dramatic reinvention so much as a natural extension of instincts that had been there from the start.
From TV outward, the idea was designed to travel. The broadcast work established the platform, but the opportunity was bigger than a few spots. I pushed the campaign into a broader social and content system, exploring how newer tools and faster forms of production could extend the world, generate more campaign behavior, and help the idea keep proving itself beyond the original shoot. For me, this project is as much about the platform as the process: using emerging tools not as a gimmick, but as a way to expand what a campaign can be and how far it can go.
CD: Eric Hansen
CW: Eric Schlauch
© 2026
