LOS ANGELES, USA – HomeGoods and creative production company ELEANOR, in collaboration with Mindshare, have launched a dynamic new social first campaign titled Back to Campus. Just in time for the college move in season, the series delivers a fresh, comedic take on dorm life through the lens of Gen Z culture.
Directed by the rising star Danielle Calodney, Back to Campus is a collection of character driven short films, each brimming with fast paced humor, stylized drama, and hyper relatable college scenarios. Calodney, who recently joined ELEANOR for U.S. representation, is known for her instinctual grasp of social first narratives and her ability to engage online audiences through cinematic microcontent.
The campaign follows the everyday antics of fictional students at “HomeGoods State University,” immersing viewers in roommate design rivalries, dramatic FaceTime revelations and romantic mix ups. Among the six featured vignettes are:
- Creative Differences – a roommate decor showdown
- The Blanket – a comedic case of mistaken identity via home accessories
- The Tea – where gossip is spilled using literal dorm decor
Each story is crafted for mobile first consumption, emphasizing quick- cut editing, visual wit and cliffhanger-driven storytelling. The series aligns with the growing “micro drama” trend referenced in platforms like AirMail where one minute vertical narratives command massive online engagement.
“Danielle has this rare ability to build relatable characters and visual worlds that resonate deeply with online audiences” says Sophie Gold, President of Eleanor. “She’s playful, clever, and uncompromising in her execution. This campaign is a perfect example of that.”
CREDITS
Client – HomeGoods:
AVP Marketing: Amanda Fulton
Marketing Director: Jorge Augusto
Brand Marketing Supervisor: Patricia Huynh
Agency – Mindshare:
EP: Russell Stein
Producer, Content: Grant Lipschultz
Producer: Karina Marinha
Producer: Tom Morrison
Production Co – Eleanor:
Director: Danielle Calodney
President: Sophie Gold
Head of Production: Ayanna Hart
EP: Autumn Homes
Editorial – The Den Editorial:
EP: Jennifer Mersis
Producer: Lucia Villalta
Editor: Jess Brunetto
Music – Butter Music and Sound:
Executive Producer: Annick Mayer
Executive Creative Director: Tim Kvasnosky
Manager of Creative Sync and A&R: Malayna Ellis
Senior Producer: Stone Irr
Associate Producer: Kriston Poindexter
Composers: Butter Artists
Color – Traffik:
Color: Dimitri Zola
Color Producer: Greer Bratschie
