There’s a lot of downtime during the Holidays. Families gather around the living room and begin using new devices, and Netflix.

Our task was to make Netflix top of mind in these moments.

Rereleased just in time for the 2013 Holiday Season, ‘Fireplace For Your Home’ gave Netflix users the opportunity to stream a cozy, crackling fire on their TV screens. It’s a movie with no plot, no dialogue, no exposition, and no denouement. Just a burning log.

We went behind-the-scenes with the film’s precocious director to find out how he made this Holiday classic. We watched him cast for the film’s starring role (a log), discuss the intricacies of fireplace composition, and explain the deeper symbolism.

We also created the big budget Hollywood-style trailer it deserved. Dramatic music, exalting reviews, and big VO.

We approached the shoot like a documentary, interviewing an auteur who took himself far too seriously and following him throughout the casting process. With a shoestring budget, we relied on friends and family casting and the log pile owned by our agency founder.

As part of our social media efforts for Netflix, we gave it a dramatic trailer ("Don't get too close, or you might get burned"). We then went behind the scenes with the film’s precocious director to find out how he made this Holiday classic. An instant viral hit, the film was immediately picked up by Entertainment Weekly, Time.com, and thousands of others. Adweek listed it as the #2 holiday commercial, behind Apple, and ahead of Coke. Except ours had no media spend.