Floyd — Bouclé Done Right Campaign
Facing budget constraints and no access to travel to the textile mill, we creatively leveraged and incorporated existing assets from Recover, Floyd’s pioneering textile partner, to produce a compelling campaign on a tight budget. Floyd aimed to go beyond simply adding a new boucle color option by introducing Bouclé Done Right—a sustainable textile created from clothing destined for landfill, transformed into high-quality fiber blends through Recover’s innovative process.
The campaign featured a behind-the-scenes film taking customers through the entire textile production journey, illustrating Floyd’s commitment to sustainability and craftsmanship. To build anticipation, we rolled out a studio-based teaser campaign with posts and emails that gradually revealed the new product—from an unassuming pile of recycled clothing to the beautifully crafted Form Sectional upholstered in this recycled boucle fabric.
This project showcased strategic creative leadership and resourcefulness, delivering a high-impact launch despite logistical limitations, and reinforcing Floyd’s mission to blend innovation, sustainability, and design.
Role:
Creative Director
Producer