Goal

This campaign positions Alair as the builder for those who see home as life’s most meaningful investment. It reframes luxury building not as indulgence, but as intelligence; the idea that you shouldn’t spend thousands escaping to paradise for two weeks a year, when you could live that way all year. The goal is to inspire high-end homeowners to view their next build as a lasting lifestyle upgrade.

Creative Strategy

The strategy challenges the modern culture of escape. We pour money into fleeting experiences like flights, resorts, retreats, in search of peace, beauty, and rest. But why chase it when you could create it? Alair turns that desire inward, positioning the home as the most rewarding destination you’ll ever invest in.

By redefining “staycation” as the pinnacle of custom living, the campaign elevates the idea of staying home into a new symbol of success: the freedom to love where you live so much, you never feel the need to leave. It’s not about rejecting travel; it’s about designing a space so restorative, so personal, that vacation becomes redundant. With Alair, paradise isn’t out there, it’s built right here.

Campaign Headlines:

• “Make every day a staycation.”
• “Make your home the destination.”
• “Wherever you go, nothing should feel better than coming home.”
• “Escape isn’t a destination. It’s a design choice.”
• “Jet lag is overrated. So is leaving.”

Exploratory Concept: “The Postcard Series”

This was another concept I imagined for bringing Make Everyday a Staycation to life, a series of ads styled as playful family postcards. Each one looks like it’s been sent from a dream destination: a family in chef hats and aprons, laughing as they toss flour in the air at what appears to be a “pasta-making class”; the same family lounging by a tropical pool scape with hawaiian shirts; a couple wrapped in white robes, relaxing in what appears to be a spa. The visuals all capture those joyful, vacation-style moments, until you notice the sending address: from our kitchen, from our backyard, from our ensuite.

I could see this working as a short commercial too, each scene shows the family enjoying these moments, ending with them taking a selfie that transitions into a printed postcard. The final shot shows their friends or the grandparents flipping through the postcards, smiling as they notice where they were really sent from. It closes with one of the above campaign headlines, tying back to the idea that with Alair, the things you love about getting away can be built right into where you live.

Goal

This campaign speaks to homeowners who have outgrown the search, the ones endlessly scrolling through listings, refining filters, and still finding nothing that feels right. The goal is to position Alair as the moment you stop looking and start building. When nothing on the market fits, that’s not a dead end. It’s the start of something custom.

Creative Strategy

The idea is built around a familiar digital frustration: the search that never ends. Scrolling through real estate or rental platforms, narrowing down criteria through search filters; number of bedrooms, lake view, pool, ensuite, location, walk-in pantry, only to find no matches. This campaign turns that moment into the turning point.

The concept, Dream Home Generator, mirrors the digital interface of platforms like Airbnb or Zillow. The visuals show someone applying increasingly specific filters: the perfect morning light, the espresso bar, the oversized shower, the kids’ reading nook, until the screen reads: “No results found.” Then, the shift comes with the CTA: “This property doesn’t exist... yet. Build it with Alair.”

By mimicking the UX of modern home shopping, the campaign reframes custom building as the natural evolution of personalisation. It’s not about rejecting what’s out there, it’s about realizing what you want doesn’t exist yet because it hasn’t been built for you.

Campaign Headlines:

• “This property doesn’t exist... yet. Build it with Alair.”
• “Not in any listing. Not in any catalogue. Only through Alair.”
• “Let us take you off the market.”
• “There’s ‘vision’ in ‘subdivision’. It’s just not yours.”
• “Custom starts where compromise ends.”
• “You’re not looking for someone else’s idea of luxury. You’re looking for yours.”
• “If your realtor called you picky, call us.”
• “From Vision Board to Vision Built.”

Goal

The goal of this campaign is to highlight Alair’s key differentiator: the Client Control™ system. This platform gives homeowners complete access to budgets, timelines, and progress in real time, putting them at the centre of every decision. It’s what truly sets Alair apart from other builders.

Creative Strategy

Most people hesitate to build because the process feels overwhelming, a full-time job of chasing contractors, managing budgets, and guessing where things stand. Alair’s Client Control™ system changes that. It turns the process itself into a luxury experience: clear, transparent, and fully customisable to how each client likes to make decisions.

Where other builders talk about finishes, Alair talks about how it feels to build. The Client Control™ system isn’t just software, it’s the ultimate design feature: a process that adapts to the way you make decisions.

By giving clients full access to timelines, budgets, and progress updates, Alair bridges the gap between trust and control. You don’t have to chase contractors for updates, you’re the one calling the shots. Because in true custom building, the luxury isn’t just in the result. It’s in the process itself.

Campaign Headlines:

• “The only tool you need to build a luxury home? Your password.”
• “Don’t follow up. Log in.”
• “The fixtures are custom. So is your feedback loop.”
• “We build the house. You build how it’s built.”
• “Because custom should extend to the process.”
• “Custom doesn’t have to be chaotic.”

Goal

The goal is to help prospects see the actual value of building a custom home, to make the cost feel not only reasonable but smart. By putting that investment into context, the campaign positions building as a life decision, not just a design one, and encourages people to build rather than buy.

Creative Strategy

This idea came from an experience I had while browsing in a mattress store. I met a salesman who told me, “You spend a third of your life on your mattress, and the quality of that third determines the quality of the other two-thirds.” Sleep affects everything: health, energy, mood, and even sets the baseline for how I’ll interact with others or show up and be productive once I leave my bed. Suddenly, I went from just browsing to feeling a sense of urgency to buy a mattress, not just any mattress, but a great one. It made me feel like I should actually spend more, and be more picky.

The same logic applies to a home. The average Canadian spends about 69.9% of their life at home (roughly 56 years). Your home sets the tone for everything else. The peace you feel there determines how well you sleep, how you recharge, and how you show up in the rest of your life. When you realise how much of your lifetime unfolds within your walls, you don’t just want a house, you want one worth spending your life in. And it makes you feel like you’re allowed to be picky.

Campaign Headlines:

• “You’ll spend most of your life at home. Spend it well.”
• “Nearly 70% of your life happens at home. Design accordingly.”
• “Canadians spend approximately 70% of their life at home. Alair clients don’t feel like that’s enough.”
• “70% of your life will be spent at home. You’re allowed to be picky.”

Goal

This campaign highlights the emotional intelligence of true custom design, the kind that tells a story before anyone says a word. It aims to position Alair as more than a luxury homebuilder; as a translator of identity, personality, and lifestyle into architecture. The insight is simple: when a home is genuinely custom, you don’t need a name on the mailbox to know who lives there.

Creative Strategy

Every family has its rituals, quirks, and rhythms. The smallest details, a built-in coffee nook, rounded corners for toddlers, a drawer tailored for hot tools, all become the fingerprints of daily life. Alair doesn’t just design spaces; it designs reflections of the people who inhabit them.

This campaign turns personalisation into narrative and identity into structure. The visuals showcase aspirational corners of beautifully designed homes, each annotated with the story behind the feature, revealing that the real luxury of custom building isn’t the materials or the square footage, but the fact that the house revolves around you, not the other way around.

This concept could expand into a series: part lifestyle ad, part guessing game. Like GeoGuessr for homes, it invites viewers to play “Who Lives Here?” through photos or a vintage game-show-style commercial. Each scene hints at its owner’s personality until the reveal makes it clear: custom isn’t just about design. It’s about identity.

Campaign Headlines:

• “You can tell who lives here.”
• “Identity, built in.”