AC Doctors: Video Marketing for Two Distinct Audiences

AC Doctors provides heating and air conditioning services to homeowners, commercial customers, and multifamily properties throughout the Greater Phoenix area. In late 2019, the company approached Two Second Media to develop a series of television commercials promoting its residential services.

What began as a residential advertising campaign grew into a second project focused on reaching an entirely different audience: property management companies.

Residential Advertising Built Around Real Customers

For the residential campaign, we developed four 60-second commercials featuring actual AC Doctors customers sharing their experiences with the company.

Rather than relying on scripted endorsements, we built the commercials around customer interviews, supported by footage of AC Doctors' technicians, service vehicles, and operations.

Our team visited each participating customer's home in advance to scout the location and plan the production. We determined how to stage each interview, evaluated the lighting and audio requirements, and identified the supporting footage needed to tell each customer's story.

Led by Chris Weir, our four-person crew handled the entire production process, from creative development and pre-production through filming, editing, audio finishing, color grading, and final delivery. We also created an animated version of the AC Doctors logo and selected music to help establish a consistent identity across the campaign.

In addition to the four individual commercials, we produced a longer, approximately 90-second video combining the customer stories for use on the AC Doctors website.

A Different Approach to Reaching Property Managers

Following the residential campaign, AC Doctors returned to us with another marketing objective: expanding its relationships with property management companies.

This audience had different priorities. Rather than focusing on an individual homeowner's experience, the new presentation needed to communicate AC Doctors' capabilities, personnel, and experience servicing larger residential properties.

We proposed a different approach: a printed marketing brochure with an integrated video screen. Instead of leaving prospective clients with printed information alone, AC Doctors could provide a physical presentation that also allowed property managers to see and hear the company's story.

Before filming, we spent approximately a month working with AC Doctors to develop the message. The company had a substantial amount of information it wanted to communicate, and our task was to help identify what would be most meaningful to prospective property management clients.

The resulting four-minute presentation combined interviews with footage of technicians at work, office support personnel, and existing property management customers.

Rather than using a traditional voiceover, we built the narrative around the interviews themselves, allowing the people familiar with AC Doctors' work to tell the story.

Our team handled the video production from planning through post-production. AC Doctors' in-house graphic designer created the printed brochure design and copy, while we developed and produced the video presentation.

The brochure's integrated screen also introduced specific technical delivery requirements. We coordinated directly with the brochure manufacturer to prepare the finished video in the required format, dimensions, and file size.

One Company, Different Stories to Tell

Across the two campaigns, we delivered six finished videos: three residential television commercials, a combined customer testimonial video for the website, and a four-minute property management presentation.

Each production served a different purpose, but both were built around the same principle: understanding the audience first, then developing the message and production approach to fit.

The relationship concluded following the video brochure project, and AC Doctors continues to use video content created during our collaboration.