Discover Home Depot's Secret Creative Hub: Inside Studio Orange

An Inside Look at Studio Orange

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Meet Rigby, a talented retriever, who today is the star of a shoot at Home Depot's Studio Orange in North Carolina. This facility, established in early 2024, is a colossal creative hub designed to produce various marketing materials in-house.

What is Studio Orange?

Studio Orange is a 360,000-square-foot production facility that allows Home Depot to create marketing content efficiently and cost-effectively. Traditionally, these tasks would be outsourced to agencies, but Studio Orange aims to streamline production while enhancing brand appeal, especially to Gen-Z consumers.

According to Talitha Wiles, the director of marketing operations, using in-house talent reduces costs and allows for more creative control. The facility is equipped to handle 25-30 projects weekly, ensuring a constant flow of content.

A Unique Opportunity

Acquired from Alderman Studios, the facility was a unique opportunity for Home Depot. Molly Battin, CMO, emphasized that this acquisition allows them to utilize experienced staff and resources they couldn't otherwise build from scratch.

Studio Orange employs 65 full-time staff including producers, photographers, and carpenters, reminiscent of the Hollywood studio system where all production elements are in one location.

Economies of Scale

The size and versatility of Studio Orange enable a wide range of shoots. Sets can be transformed quickly, allowing for multiple uses and minimizing costs. The studio features five spacious studios where entire rooms can be constructed and utilized for various marketing purposes.

Focus on House Brands

The marketing strategy emphasizes Home Depot's private-label brands, aiming to give them the same visibility as national brands. The team in Atlanta conceptualizes the shoots, which often feature multiple in-house products to create a cohesive story.

Future Aspirations

Studio Orange's ultimate goal is to broaden consumer perception of Home Depot, particularly among younger audiences. By producing engaging content, including instructional and inspirational videos, the studio aims to cultivate an emotional connection with consumers.

The Road Ahead

Despite its potential, Studio Orange is still in its infancy. Plans for expansion and increased project flow are on the horizon. While it aims to reduce reliance on external agencies, Battin clarified that it will not completely replace them but will serve as a collaborative space.

Studio Orange represents a transformative step for Home Depot as it seeks to inspire customers through creative marketing strategies.