Floyd — The Squishy Chair Launch Campaign
As Creative Director and Producer, I led the development and execution of a playful yet strategic campaign to introduce Floyd’s Squishy Chair—touted as the world’s most sustainable “beanbag” alternative. Designed as a nod to 1960s Italian Radical Design floor seating, the Squishy defies convention with its body-conforming comfort, durable recycled textile exterior made from repurposed ocean plastics, and eco-friendly foam fill sourced from production offcuts.
Tasked with differentiating this departure from Floyd’s signature modular plywood and steel products, I crafted a visual narrative blending nostalgia with modern sustainability. Drawing inspiration from vintage fashion campaigns, the launch film featured diverse users joyfully interacting with the chair, paired with a voiceover evoking memories of the ocean—linking both the product’s emotional appeal and its sustainable material origins.
We anchored the lifestyle imagery by shooting at the iconic Neutra VDL House, using bold colors and minimalist aesthetics to emphasize the chair’s design and environmental ethos in a sophisticated architectural context.
Role:
Creative Director
Producer