MUSTACHE X EDELMAN

Do It Yourself.
But Don’t Do It Alone.

LOWE’S X INSTACART

The Insight: DIY is never just DIY.

It’s forgotten supplies, bad weather, and one very overwhelmed homeowner trying to pull it off alone before the guests show up.

We turned that very specific kind of panic into a campaign—and made the brand feel like the person who shows up with a cooler and a plan.

MUSTACHE X EDELMAN

It wasn’t perfect. But it was delivered by 3 p.m.

LOWE’S X INSTACART

You think you’re just assembling a couch. Then the plant tips over. The chair leg chips. Someone tries to clean a spill with their sock.

The vibe was decidedly not picture-perfect DIY, but the kind where adulthood feels mostly improvised. Which is what made writing it fun. The chaos was real, the characters were flawed, and the tone had to carry it all without feeling scripted.