The relationship between big sister, Elaine, and little sister Ally was scripted to be a complex one, even before Elaine's untimely medical diagnosis. What viewers didn't get to see from the final spot is how different the sisters actually are from one another.
Cut scenes included 11-year-old Elaine rolling her eyes as 5-year-old Ally annoys her while tossing a football around their bedroom and grown up Elaine at dinner with her family while “single-and-loving-it” Ally devours some fast food while driving.
For the sake of time, these character development scenes fell to the editing room floor. “We had Ally driving through Main Street in East Aurora at night, dancing to the music and trying to eat a burger while she was driving,” Frank cheerily reminisced. But the team still feels they hit the mark telling the story of two loving sisters who reconnect with the help of a beloved childhood toy.
All scenes for this spot besides the scenes at Life Storage were shot under one roof - a beautiful home just south of Buffalo. The prop team had an awesome time making each room in the home look like a different location and time period for the many flashbacks that told the extended story of the sisters.
#PinterestFails
The Built By Us script also underwent multiple iterations, beginning as a comedic saga of failed Pinterest projects by “do-it-yourselfer” Judy, who was reflective of Frank's own wife. "I've seen my wife's attempts to mimic Pinterest crafts fail, but you know, she gives it her all, so it's close enough, and I'm always proud of her,” he shared.
The team felt this tale was the perfect tribute to hidden treasures. Something like a burnt lampshade is not something you usually hang onto - unless that lamp was lovingly crafted by someone close, like a college sweetheart turned wife.
“Who hasn't attempted a project they've seen online?” Frank asked. And who hasn't had something made just for them that they don't know what to do with?
What's more, this theme of do-it-yourself resonates well with the Life Storage audience. In fact, a portion of the Life Storage blog is dedicated to it.
To spare Judy from being the butt of the joke and give the spot a more family feel, the fourth rendition of the Built By Us script followed Greg, Judy, and Sloane through their varied DIY projects, some of which met sad endings, but all of which are valued enough to keep.
The final story retained many elements of Frank's real-life experiences, such as Greg's term of endearment “bub” for his daughter Sloane - a nickname Frank actually reserves for his own daughters.
Cherished Memories
In the final spot My Father Once Told Me, Jill reconnects with a loved one through a small trinket, but in this story, the connection transcends time and space. Shot at the historic Kleinhans Music Hall in Buffalo, we watch as Jill pulls strength from the memory of her father through his heirloom pocket watch.
This spot was particularly rewarding for the creative team. The scenes were distinctly vague, which was a concern from the beginning. But after seeing it played out onscreen, it was evident the ambiguity left just enough room for viewers to engage with the story line.
“A large majority of Life Storage customers use storage during military deployment,” Frank recognized, “and we wanted to speak to that audience, but in a tasteful way.”
For this reason, many questions were left unanswered, such as what branch of the military Jill's father served in, why Jill and her mother were at their family storage unit, and how her father had passed.
... Because the Things You Keep Matter
It is no easy feat getting rid of stuff we are attached to, despite how silly, childish, or outdated that thing may be. This is especially so when we are faced with life's challenges.
No matter what life event drives our customers to our doorstep - marriage or divorce, a birth or a death, selling an old home or buying a new one – Life Storage is here to help you hang onto those things you keep… because.
