Landing Home

Agency: Madwell


Full-service creative and marketing agency Madwell has created “Landing Home” for client JobsOhio— a state-authorized nonprofit designed to attract, retain, and expand businesses and career opportunities across the state. “Landing Home” is a three-part documentary series about Air Force families living and working in Ohio and created to celebrate the Air Force’s 75th anniversary and honor all its many contributions to the state of Ohio and its citizens.

Over a year, Madwell and JobsOhio worked to find and document relatable families with stories that showcase aspects of the Air Force that the public are often not privy to. Crucially, the series aims to address what is known as “the dread factor.” Many airmen and their families are apprehensive about moving to Ohio but then end up finding a community that provides an unmatched quality of life.

The hope is that through this work, active military personnel and their families, retired and veteran airmen, Ohio government officials, and Pentagon and Air Force policymakers view Ohio favorably not only as a destination for work but for life as well. The goal is that Ohio helps active military and families feel like Ohio is the most military-friendly state in the U.S., so they’ll consider calling Ohio home when they retire.

In all, the agency created three 10- to 12-minute episodes, three 15-second movie trailers for social promotion, four display banners, and one 60-second movie trailer. The first episode, titled “Service Before Self,” focuses on the Manning family, who are raising a child who needs access to special medical care. That episode launched September 18. The second episode, “Integrity First,” aired October 29, and tells the story of the Tylochs. Mom Sarah has retired after 11 years in the force to raise her kids and her younger sister after losing her mother to Alzheimer’s. The third installment, “Excellence in All We Do,” launches November 30.

JobsOhio is promoting the series through OLV, banners, organic and paid social media, a custom Washington Post article and internal newsletters. The nationwide campaign is running on YouTube, Facebook, Instagram, Tradr, and Hulu, and in the Washington Post and Bloomberg. The media flighting runs October through December.

This professional campaign titled 'Landing Home' was published in United States in November, 2022. It was created for the brand: JobsOhio, by ad agency: Madwell. This Film medium campaign is related to the Public Interest industry and contains 2 media assets. It was submitted over 1 year ago.


Agency: Madwell
Chief Creative Officer: Chris Sojka
Group Creative Director: Laura Wasson
Creative Director: Elinor Beltrone
Sr. Copywriter: Javier Ortiz
Designer: Elena Anunciado
VP, Production: Klodet Torasian
Associate Production Director: Colin Nichols
Senior Producer: Jeremy Inaldo
VP, Client Services: Gabriela Benitez
Group Account Director: Heather Olson
Account Supervisor: Kyle O’Rourke
VP, Strategy: Amber Hahn
Director Strategy: Briel Waxman
Group Media Director: Jenny Liu
Senior Media Planner: Callie Baker

Production Company: Good Company
Director: Stephanie Wang-Breal
Executive Producer: Ryan Heiferman
Producer: Nan Sandle
Line Producer: Gabrielle Lia
Director of Photography: James Fideler

Post Production: Good Company

Editorial Company : Good Company
RONIN OP: Drew Theiss
JIB OP: Jared Greene
1st AC: Timothy Shumaker
Gaffer: Victor Beck-Hale
Key Grip: Dean Hayashi
Sound: Tate Baltzly
Production Assistants: Kahlil Newton and Jorden Cultice

Head of Post: Ralph Miccio
Post Producer: Gabrielle Lia
Editors: Ryan Drake, Jerry Chia
Colorist: Ron Sudul
Composer: Dan Michaelson
Sound Design: Nick Montgomery
VFX: Logan Seaman
Animation: Jenni Yang
Assistant Animator: Vincent Wu
Assistant Editors: Matteo Belletta, Luke Ackermannn, Nathan Rodriguez

Client Name: JobsOhio


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.