This campaign started with a simple truth: the way people sit on their sofa says a lot about them. Whether it's perching on the edge, spreading out like a starfish, or curling up in a blanket burrito, everyone has their own sofa ritual.
I wanted to capture that individuality in a way that felt fresh for social, so I built the idea around people floating in mid-air in their signature sitting poses. Quirky, honest, and totally relatable. The sofas only appear once they've fully expressed their “thing.”
It’s a social-first paid campaign rooted in comfort, personality and the idea that no two sitters land the same.
