Thumbtack

We Know
Homes.

Building a brand platform around homeowner uncertainty.
By Marcos Capriles Creative

Thumbtack connects homeowners with trusted professionals. The opportunity was to create a platform that captures the emotional reality of owning a home.

Not just a campaign.
A creative system that can last for years.

RoleCreative Director | Copywriter
ResponsibilitiesCreative Direction  •  Copywriting  •  Campaign Development
CollaborationDeveloped in collaboration with the Thumbtack Brand Manager.
The Challenge

Homeownership comes with constant uncertainty.

Strange noises. Leaks. Flickering lights. Things break when we least expect them. The first reaction is not to hire someone. It is to wonder: “Is this serious?”

The Insight

People don’t buy repairs.
They buy confidence.

A plumber is not the product. An electrician is not the product. Peace of mind is. Every strange noise creates the same question: “Should I be worried?”

The Platform

We Know Homes.

A strong platform should not stop at one campaign. It should create a system that inspires years of storytelling.

We Know Homes. positions Thumbtack as the expert that understands homes better than homeowners do.

No matter the problem.
We know homes.

Creative Territories

One platform.
Eleven territories.

Instead of searching for one campaign, I explored multiple creative territories to demonstrate the flexibility of the platform across comedy, history, culture, family, and social storytelling.

01

Houses Have Personalities

Observational comedy about the strange and funny things homes do.

Freezer Light · Singing Shower · Night Sounds · OOH
02

Instinct

Nature knows how to build and maintain a home. People need a little help.

Beaver · Bees · Birds · Instincts Collide
03

History Repeats Itself

Historical satire proving that DIY overconfidence is timeless.

The Column · Uneven Floor · The Bath · Mural · Indoor Heat
04

Haunted House

Horror meets home maintenance. Some houses are not haunted. They are simply unfixed.

The Leakening · The Exfloorcist · Possessed Plumbing
05

Don’t Do What They Did

Mockumentary stories documenting spectacularly bad DIY decisions.

Toilet Therapist · Insulation Mishap · Feng Shui Electrician
06

Nobody’s Gonna Know

Social-first storytelling inspired by DIY confidence and internet culture.

Ceiling Fan · Floating Shelf · Paint Match
07

Obama’s House

World-scale leadership meets one stubborn household repair. Even the most capable people need expert help at home.

Bubble Dilemma · Lightbulb Diplomacy · Back-Porch Leak
08

Little Fixers

Big confidence. Tiny experience. A four-inch family repairs homes after dark.

Night Watch · Hairline · Buzz
09

The Oracle of Home

Answers are everywhere. Clarity is rare. Thumbtack simplifies the chaos.

Clarity in the Chaos
10

The Game Show

When DIY feels like guessing, Thumbtack is the answer that prevents the wrong choice.

Entertainment-led platform execution
11

The Church of Certainty

A joyful gospel of clarity for homeowners who are tired of living in doubt.

The Sermon · Choir · Social Cutdowns
Eleven Creative Territories

From platform
to scripts.

One platform becomes eleven distinct campaign worlds. Each territory pairs its key visual with the written executions that show how We Know Homes. can move across film, social and culture.

Territory 01

Houses Have Personalities

Observational comedy about the strange, moody and funny things homes do.

Script 01

FREEZER LIGHT

Film
Scene
INT. KITCHEN – NIGHT
Action
A guy opens the freezer. The light flickers dramatically, like a horror movie. He closes it. Opens it again. It flickers again. He stares for a bit.
Guy
“Okay.”
Action
He pulls out his phone and opens Thumbtack.
VO
“Your house isn’t haunted. Just broken.”
Super
For the weird stuff your house does.
End card
Thumbtack. We Know Homes.
Script 02

SINGING SHOWER

Film
Scene
INT. BATHROOM – NIGHT
Action
A woman turns on the shower. It emits a high-pitched, whale-like tone. She stands there, wrapped in a towel, blinking.
Woman
“Cool. Opera again.”
Action
She opens Thumbtack.
VO
“Some homes have personality. Yours has issues.”
Super
For the weird stuff your house does.
End card
Thumbtack. We Know Homes.
Script 03

NIGHT SOUNDS

Film
Scene
INT. BEDROOM – NIGHT
Action
A man is in bed. We hear: CREAK. DRIP. GROAN. A random plastic pop from the kitchen. He whispers into the dark.
Man
“Okay. If you’re going to kill me, just do it now.”
Action
He opens his phone—the Thumbtack app.
Super
For the weird stuff your house does.
End card
Thumbtack. We Know Homes.
Territory 02

Instinct

Animals know how to build and protect their homes by instinct. People have Thumbtack.

Script 01

BEAVER’S WORK

Film
Scene
A beaver builds its dam with mastery—gnawing wood, placing branches, patching a hole without hesitation.
VO
“A beaver’s home is kept by instinct. No second-guessing. No calls for help.”
VO
“You have other instincts.”
Cut to
A guy pulls out his phone and opens Thumbtack.
VO
“Thumbtack has the instinct to fix uncertainty.”
Super
We know homes. Thumbtack logo.
Script 02

BEE HIVE

Film
Scene
Hardworking bees repair their hive with synchronicity, precision, and harmony—each bee knows its role.
VO
“Bees don’t hesitate to restore their homes.”
Cut to
A woman measuring with a tape measure and frowning in front of a misaligned door.
VO
“You hesitate. You don’t know what to do.”
Cut to
The woman opens the Thumbtack app.
VO
“Thumbtack has the instinct to fix uncertainty.”
Super
We know homes. Thumbtack logo.
Script 03

INSTINCTS COLLIDE

Film
Montage
Nature in motion: beavers sculpt dams with practiced grace, bees orchestrate the geometry of a hive, and birds weave nests with effortless rhythm.
Contrast
Humans hesitate—manuals sprawled open, tools dropped, calls to professionals echoing with urgency. The pace accelerates; chaos mounts.
Turn
A tap, a swipe—Thumbtack. Order returns. Silence. Harmony. The frame lingers in stillness.
VO
“Some instincts never fail. Others need a little help.”
Super
Thumbtack. The instinct to fix uncertainty.
End card
We know homes. Thumbtack logo.
Territory 03

People Have Always Been Bad at Fixing Their Homes.

Historical satire about an ancient problem: homeowners who are very confident and very wrong. Thumbtack is the modern solution.

Script 01

THE COLUMN

Film
Scene
INT. ROMAN VILLA – DAY
Action
Commodus stands next to a crumbling marble column. He strokes his chin.
Commodus
“Hmm. It is unstable. Perhaps… another goat?”
Action
He ties a goat to the base of the pillar for “support.” The goat eats the rope. The column falls. Chaos. Slaves scream.
Cut to
Modern-day version of the same home. A Thumbtack structural pro fixes a slightly cracked pillar while the homeowner drinks wine.
VO
“You don’t need to guess. You just need Thumbtack.”
End card
Thumbtack. We know homes.
Script 02

THE FLOOR IS UNEVEN

Film
Scene
INT. ROMAN VILLA – DAY
Action
Commodus walks across the stone floor and trips on a slightly uneven tile. He falls hard, jumps up, furious.
Commodus
“This villa insults me.”
Action
He paces dramatically.
Commodus
“If the floor is crooked… then so must I be!”
Action
He wears one absurdly tall sandal—like a six-inch platform—and struts across the room. It works for three steps. Then he topples into a brazier. Fire. Screams. A statue collapses.
Cut to
INT. MODERN HOME – SAME ROOM – DAY. A Thumbtack flooring expert levels the subfloor with precision tools. The homeowner walks across barefoot—no wobble, no fall.
VO
“Fix your home, not your feet. Thumbtack.”
End card
Thumbtack. We know homes.
Script 03

THE BATH

Film
Scene
INT. ROMAN BATHHOUSE – DAY
Action
Commodus stands over a cracked and leaking stone bath. Water trickles steadily from the side. He thinks hard, then brightens.
Commodus
“Quick! Bring me wax… and olives.”
Action
Commodus stuffs olives into the cracks and seals them with wax. He steps in confidently. The entire bath collapses, flooding the room. Slaves slip. Amphorae float.
Guest
“My sandals!”
Cut to
INT. MODERN BATHROOM – DAY. Same home, same cracked tub. A Thumbtack pro applies a smooth sealant. The homeowner lounges nearby with a robe and an iPad.
VO
“Olives aren’t plumbing. You just need Thumbtack.”
End card
Thumbtack. We know homes.
Script 04

THE WALL MURAL

Film
Scene
INT. ROMAN VILLA – LIVING ROOM – DAY
Action
Commodus stands before a half-finished fresco. The wall behind it is clearly moldy and crumbling. He squints at the damage.
Commodus
“Hmm. Mold? Paint faster!”
Action
Artists desperately apply fresh pigment as the wall behind them disintegrates. Chunks fall. One painter passes out from fumes. A bust crashes to the floor.
Cut to
INT. MODERN LIVING ROOM – DAY. A Thumbtack drywall expert fixes the interior wall. The same mural is now beautifully restored. The homeowner smiles.
VO
“Fix first. Then fresco. You just need Thumbtack.”
End card
Thumbtack. We know homes.
Script 05

THE INDOOR HEAT

Film
Scene
INT. ROMAN VILLA – ATRIUM – NIGHT
Action
Commodus stands shivering next to a primitive brazier. It’s freezing. He points to a mosaic floor.
Commodus
“This floor is cold. Let us heat… beneath it.”
Action
Commodus builds a full firepit under the floor—slabs glowing red-hot. He nods proudly as smoke seeps through the cracks. Suddenly—WHOOMP! The floor collapses, revealing a raging fire below. Statues fall. Guests scream. A flaming chicken runs by.
Cut to
INT. MODERN HOME – DAY. A Thumbtack HVAC pro adjusts a sleek thermostat. A radiant floor heating system hums gently. The homeowner walks barefoot with a coffee.
VO
“Modern heat doesn’t require fire. Just Thumbtack.”
End card
Thumbtack. We know homes.
Script 06

COMMODUS’ LEAK LESSON

Film
Scene
A Roman villa. Commodus stands before a class of toga-clad students. A large marble pillar cracks; water drips down inside it.
Commodus
“This crack threatens the grandeur of Rome. We must… pour honey into it.”
Action
He pours honey. It drips. Insects swarm. The honey melts. The pillar crumbles. Students gasp.
Cut to
A modern house. The same crack is in the wall. The homeowner books a contractor on the Thumbtack app.
Homeowner
“That’s better.”
VO
“We know homes. No need for honey.”
Territory 04

Haunted House

Horror meets home maintenance. The house is not possessed—it is unfixed.

Script 01

THE LEAKENING

Film
Scene
INT. KITCHEN – NIGHT
Action
A woman hears dripping and looks up. The ceiling drips… blood? She screams. Lights flicker. Thunder.
Action
She opens Thumbtack and books a pro.
Cut to
The ceiling leak is fixed. It was rust-colored water. She sips tea. Calm.
VO
“Your house isn’t haunted. It just needs a roofer. We know homes.”
Script 02

THE EXFLOORCIST

Film
Scene
INT. HOUSE – NIGHT
Action
The floor creaks loudly. Then again. And again. A man grabs a flashlight.
Man
“Is someone… here?”
Action
He tiptoes. Suddenly, the floor yells in a guttural demonic voice.
Floor
“YOU’VE BEEN IGNORING ME FOR YEARS.”
Cut to
A Thumbtack pro replaces warped floorboards. Peaceful new floor.
VO
“Your floors aren’t cursed. Just damaged. Thumbtack knows homes.”
Script 03

POSSESSED PLUMBING

Film
Scene
INT. BATHROOM – NIGHT
Action
The toilet bubbles violently. It glows green.
Child
“It’s alive!”
Action
A Thumbtack plumber arrives and tightens a pipe. The bubbling stops.
Child
“…It’s dead.”
Mom
“No, honey. It’s fixed.”
VO
“Your house isn’t possessed. It’s just plumbing. Thumbtack. We know homes.”
Territory 05

Don’t Do What They Did.

A mockumentary series about people who made the worst possible home-repair decision because they did not use Thumbtack.

Script 01

THE TOILET THERAPIST

Film
Scene
INT. HOUSE
Man to camera
“I thought my toilet was acting out… emotionally. So I tried to talk to it.”
Reenactment
He lights candles, kneels in front of the toilet, and whispers.
Man
“You can let go now.”
Cut to
Flood. Chaos.
VO
“Don’t do what he did. Thumbtack. We know homes.”
Script 02

THE GREAT INSULATION MISHAP

Film
Scene
INT. KITCHEN – NIGHT
Woman
“I read online that marshmallows have a high R-value.”
Reenactment
She stuffs giant campfire marshmallows into her walls. The ants arrive. Then the raccoons.
Cut to
Pros fix the wall.
VO
“Don’t do what she did. Thumbtack. We know homes.”
Script 03

THE FENG SHUI ELECTRICIAN

Film
Scene
INT. LIVING ROOM – NIGHT
Man
“My lights were flickering. But instead of calling an electrician, I rearranged my whole house for better energy flow.”
Reenactment
He drags a couch through a wall and hangs crystals from the breaker box.
Cut to
Blackout.
VO
“Don’t do what he did. Thumbtack. We know homes.”
Territory 06

Nobody’s Gonna Know.

A social-first series built around the gap between DIY confidence and competence. The cracks always show. Thumbtack gets it done right.

Script 01

THE CEILING FAN INCIDENT

TikTok
Visual
A guy stands on a stack of chairs on a table, installing a ceiling fan—wires everywhere.
On-screen text
When she says she wants it to “feel breezier.”
Audio
“Nobody’s gonna know…” / “How would they know?”
Action
He finishes installing it and hits the switch. The fan spins once—then launches off the ceiling, hits a wall, and throws sparks. The pet runs out. He dives behind the couch.
Cut to
A Thumbtack electrician installs a ceiling fan in peace.
Super
She would’ve known.
End card
Thumbtack. We know homes.
Script 02

THE FLOATING SHELF

TikTok
Visual
A woman proudly holds a level while screwing in a wobbly floating shelf directly above her bed.
On-screen text
I just eyeballed it but I think it’s perfect.
Audio
“Nobody’s gonna know…” / “How would they know?”
Action
She places a plant, a candle, and a huge crystal on the shelf. She takes a selfie and gets into bed.
SFX
CLUNK… creak…
Action
The shelf falls directly onto her face.
Super
She would’ve known.
End card
Thumbtack. We know homes.
Script 03

THE PAINT MATCH

TikTok
Visual
A guy confidently paints completely mismatched green paint over a beige wall.
On-screen text
Paint said “sage green” so it must be right.
Audio
“Nobody’s gonna know…” / “How would they know?”
Action
He steps back. The wall is blotchy and neon. Satisfied, he posts: “New vibe.”
Smash cut
His roommate walks in and gasps.
Roommate
“Bro. That is… bile.”
Cut to
A Thumbtack painter color-matches perfectly—clean edges, even coat.
On-screen text
They knew. We all knew.
End card
Thumbtack. We know homes.
Territory 07

Obama’s House

World-scale leadership meets stubborn household repairs. Even the most capable people need expert help at home.

Script 01

THE BUBBLE DILEMMA

Film
Opening
Evening in a quiet suburban bathroom. Barack—dressed in joggers and a well-worn college T-shirt—stands over a claw-foot tub. Steam drifts lazily, but the water runs cold.
Action
He studies the faucet like it’s a tricky policy brief and murmurs.
Barack
“Eight years of nuclear codes and I can’t make these bubbles bubble.”
Action
With a small, resigned smile, he reaches for his phone and taps the Thumbtack app. Moments later, a local plumber arrives. Warm steam fills the room.
VO
“Every home has its challenges. Thumbtack. We Know Homes.”
Script 02

LIGHTBULB DIPLOMACY

Film
Opening
Morning light spills across a modest living room. Barack drags a chair beneath a stubborn chandelier and stretches—still inches short.
Action
He tries a broom handle and misses. With a dry chuckle, he mutters.
Barack
“I once negotiated with world leaders. This lightbulb is tougher.”
Action
Three quick taps on Thumbtack. A neighborhood electrician arrives; the room floods with light. Barack gives a quiet, satisfied nod.
VO
“Even the best negotiators need a pro. Thumbtack. We Know Homes.”
Script 03

BACK-PORCH LEAK

Film
Opening
Late-afternoon rain patters against a modest back porch. Barack sits at a picnic table in jeans and sneakers, typing on his laptop.
Action
A drop of water lands on the keyboard. Another follows. He glances upward, deadpan.
Barack
“I used to get daily intelligence briefings. None of them covered this.”
Action
He opens the Thumbtack app. A local contractor arrives as the rain eases and seals the leak.
VO
“Big or small, a leak is a leak. Thumbtack. We Know Homes.”
Territory 08

Little Fixers

A secret four-inch family notices the tiny warning signs that keep a full-sized home standing.

Script 01

NIGHT WATCH

Film
Opening
Moonlight spills through a cracked vent. Inside the wall, a four-inch girl named Luma balances on a copper pipe, carrying a lantern made from a marble.
Action
She presses her palm to the pipe and listens. A single plink of water echoes like a drum. She sprints along the pipe’s curve, breath quick and human. Upstairs, a couple sleeps; the faint drip is barely audible.
Resolution
Luma presses her tiny ear to the floorboard above their bed and whispers, almost pleading.
Luma
“Wake up… before the ceiling does.”
Action
The woman stirs, hears the ghost of a drip, reaches for her phone, and taps Thumbtack.
VO
“Some caretakers are just smaller than you think. Thumbtack. We Know Homes.”
Script 02

HAIRLINE

Film
Opening
Dawn. Soft light crosses a quiet living room. A four-inch father balances on a pencil beam inside the crown moulding, examining a hairline crack no wider than a thread.
Action
He traces it with chalk, movements careful and deliberate. Below, a toddler plays with blocks, oblivious. A sudden creak—a warning. He exhales, almost a prayer.
Resolution
A faint fleck of plaster drifts down. The mother notices, frowns, opens her phone, and makes three taps on Thumbtack. The father melts back into shadow, satisfied.
VO
“The smallest eyes see the biggest problems first. Thumbtack. We Know Homes.”
Script 03

BUZZ

Film
Opening
Evening. A four-inch teenage boy crouches behind an outlet cover, listening. The electric buzz is low but urgent.
Action
He sprints through a maze of wires, leaps across a nail like a hurdler, and stops at a frayed copper strand sparking faint blue. He tries to wedge in a tiny scrap of metal—futile.
Resolution
In the kitchen, the homeowner notices a subtle flicker in the overhead light. She checks the breaker, then opens Thumbtack to book an electrician. The boy watches from the vent as the light steadies, shoulders relaxing.
VO
“They hear what we don’t. Thumbtack. We Know Homes.”
Territory 09

The Oracle of Home

When homeownership feels chaotic, Thumbtack answers with uncanny clarity.

Script 01

ASK THE ORACLE

Film / Social
Setup
Thumbtack is positioned like an ancient mystical oracle that simply knows—the modern homeowner’s Oracle at Delphi.
Homeowner
“Why is my sink making that noise at 3 a.m.?”
Oracle
“It is the pressure valve. Call Marcus. He’s rated 4.9 stars.”
VO
“We know homes.”
Territory 10

The Game Show

Home repair feels like a rigged guessing game—until Thumbtack enters.

Script 01

WHAT’S WRONG WITH YOUR HOUSE?

Film
Setup
A couple stands in their bathroom. Suddenly, game-show lights blaze, confetti falls, and a wheel spins with ridiculous answers.
Announcer
“WELCOME BACK TO… WHAT’S WRONG WITH YOUR HOUSE?!”
Couple
“The pipes are… lonely?”
SFX
BUZZ. Wrong.
Cut to
They open Thumbtack, find a pro in three taps, and solve the problem.
End card
Thumbtack. We Know Homes.
Territory 11

The Church of Certainty

If uncertainty is the enemy, Thumbtack is the gospel of clarity. Home repair becomes a joyful sermon about finally knowing what to do.

Script 01

CAN I GET AN AMEN?

Film / Social
Setup
A wildly charismatic pastor delivers a sermon—not about salvation, but about plumbing, grout, gutter cleaning, and how no one needs to live in doubt.
Pastor
“Can I get an AMEN for the man who fixed my HVAC in 24 hours?!”
Action
The crowd goes wild.
Choir
“WE KNOW HOMES.”
End card
Thumbtack. We Know Homes.
Why It Works

One insight.
Infinite stories.

Every territory reinforces the same promise from a different angle, allowing the platform to adapt across audiences, formats, and cultural moments.

FilmSocialOOHDigitalPrintExperiential
Process

From exploration to a system.

Developed collaboratively with the Thumbtack Brand Manager through multiple rounds of strategic refinement. The goal was not a single campaign. It was a creative system built to grow with the brand.

From Platform to Execution
INSIGHT
BRAND PLATFORM
CREATIVE TERRITORIES
EXECUTIONS

AI-generated imagery was used for concept visualization during creative development. The work was not produced.