Article - Video Campaigns
During my time as Art Director at Article, a direct-to-consumer furniture brand known for its approachable, family-friendly tone and high-quality yet affordable designs, I led the creative direction for a variety of brand campaigns. My role focused on crafting compelling paid media advertising that drove customers directly to the website, with a strong emphasis on platforms like YouTube, Instagram, and Facebook. I oversaw the development of several video campaigns, ensuring they resonated with Article’s core audience—families and young people—while maintaining the brand’s welcoming and inclusive identity. Through strategic storytelling and visually engaging content, I helped bring Article’s mission of making beautiful, functional furniture accessible to life, creating campaigns that connected with audiences and reinforced the brand’s values.
Outdoor Campaign
One of my favorite projects at Article was a whimsical summer campaign designed to stand out in the saturated market of patio furniture sales. We asked the question: What if your outdoor space had dreams of its own? The result was a vibrant, playful, and at times delightfully bizarre video campaign that brought this concept to life. Set in a heightened, stylized world, the campaign showcased a patio imagining itself in various dreamlike scenarios—from a cozy family movie night and a lively barbecue with friends to a dogs-only deck-chair paradise. The bright, surreal visuals and imaginative storytelling not only captured attention but also infused the brand with a sense of fun and creativity. This campaign was a joy to work on, blending humour, charm, and a touch of the unexpected to create something truly memorable.
Lifestyle Campaign
For this campaign at Article, our goal was to inspire new customers—particularly younger demographics seeking a step up in quality from budget-friendly options—to discover the value and style of Article’s furniture. The campaign centred around four key spaces: living room, dining room, office, and bedroom, each thoughtfully styled to highlight the versatility, design, and affordability of Article’s pieces. By showcasing how Article’s furniture seamlessly integrates into everyday life, we aimed to demonstrate that stylish, high-quality furniture doesn’t have to come with a luxury price tag. The campaign’s warm, approachable tone and aspirational yet relatable visuals reinforced Article’s position as a brand that delivers exceptional value without compromising on design, making it the perfect choice for those looking to elevate their homes.
Living Room Campaign
We set out to highlight the versatility and inclusivity of our living room collections, showcasing how they are adaptable to a wide range of lifestyles and spaces. The campaign featured three different households, all emphasizing the versatility, durability and practicality of Article’s furniture. Diversity and representation were at the heart of this campaign—I ensured the casting was racially diverse, body diverse, and inclusive of queer culture to authentically reflect Article’s commitment to being a brand for everyone.The concept centred on real, diverse people with unique lives, all finding joy and comfort in their Article furniture.