Art Direction
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Concept
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Art Direction • Concept •
DFS
Brief
The objective was to create a social-first paid campaign that differentiated the brand from traditional, static furniture advertising. I needed a fresh creative angle that highlighted comfort and individuality, moving beyond the standard showroom aesthetic to connect with how people actually live in their homes.
Moodboard
Response
I developed a quirky, relatable concept based on the insight that "how you sit says a lot about you." To visualise this, I wanted to capture talent floating mid-air in their signature sitting rituals, from the "starfish" to the "blanket burrito", before revealing the sofa underneath. This visual strategy prioritised personality and human behavior, allowing the product to serve as the punchline rather than the setup.
Key insight
I wanted to create something that really resonated with the audience so I researched relatable truths around how humans behave in their living room.
Logo lockup
Concept
I developed these early concepts tapping into those who like to get super cosy on the sofa and dubbed it “the burrito” wrapped up in a blanket and falling from the sky in frame 1, then falling onto the product in frame 2.
Proof of concept
I wanted to test how far the concept would go, so I explored how many personalities could be adapted to the way individuals sit in their own unique way, (turns out there’s a lot)
Result
The final output was a suite of surreal, whimsical films that perfectly balanced technical precision with relatable humor. By suspending the subjects in zero-gravity, the visuals successfully evoked a sense of weightlessness and pure comfort, transforming a mundane daily habit into a joyful celebration of individuality.
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