Strange, then, that so much advertising from furniture brands is pretty unadventurous (and certainly not pretty).
Made.com had previously concentrated on the functional benefits of using their web-only, direct to designer model. We wanted to connect them to the passions of their audience, to celebrate the sheer beauty of the stuff they make.
We wanted to create a star vehicle where the furniture could be unapologetically sexy. There’s one great cultural vehicle for that. The music video.
In our furniture pop promo, the products take centre stage. Soundtracking the choreographed routine was a bespoke track from the up-and-coming producer behind hot synthpop act Antony & Cleopatra.
A Modular campaign, we created multiple episodes of the ad to tie in with the sales calendar, as well providing versions to European territories.