Golden Rule — "TIMES CHANGE"
Client: Golden Rule Heating & Cooling
Overview
Golden Rule is a locally owned Iowa heating and cooling company that has grown into a regional name. They came to Luminary wanting something uniquely theirs: a 60-second brand film that broke every norm in their category. No rate offers. No discount hooks. Just a story about family and home.
The Challenge
Home-services advertising runs on promotions and hard sells. Golden Rule was brave enough to step away from that and curious how audiences would respond to something entirely different — a film that earned trust through emotion rather than asking for a sale.
The Idea
A young couple and their two children move back into the family home, given to them by the husband's father after his wife passed. Together they bring the house back to life. Golden Rule's work — a basement water-heater upgrade, a system upgrade — is woven in as a quiet subplot, almost invisible. You don't realize it's a Golden Rule film until the logo appears and the voiceover says: "Times change but your need for comfort never does."
The Craft
The film lives in everyday vignettes given room to breathe: a dad giving his daughter the bedroom that was once his; a wife connecting with a family friend; a husband reuniting with an old high school buddy glad he's back in the neighborhood; the father hugging his son, telling him he's proud, before he leaves. It closes on a gathering of family and friends. Volume lighting, haze, and warm tones give it a near-Thanksgiving glow. Jacob directed, DP'd, edited, and composed the score.
Working with the team
Golden Rule's willingness to trust a story over a sales pitch made this film possible. It's a forward-thinking choice that let us build something rooted in genuine emotion — and uniquely their own.
Our Services
Ready to stand apart from your category? Let's make them dream with their eyes open.
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Audiences responded to the warmth and the absence of a hard sell.
Golden Rule has used the film for several years, bringing it back every holiday season as a signature brand piece.
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Directed, shot, edited, with original score by Jacob Moyer. 60-second brand film. Brought to life with our trusted team of craftspeople — art direction, wardrobe, hair and makeup, food styling, lighting, and grip — who help us build every project alongside our clients.
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