Floyd — The Bed Frame National Television Campaign
As Creative Director and Producer, I spearheaded Floyd’s first national TV campaign for their flagship product, The Bed Frame. This project marked Floyd’s initial partnership with a larger agency and required a formal RFP process to select the right creative and production team. One key challenge was educating Floyd’s leadership on the true scope and budget needed for a high-quality television production—through thorough research and clear communication, I helped align expectations to inform our final decision and investment.
The campaign aimed to expand Floyd’s reach by showcasing the bed frame’s core value propositions: effortless assembly, premium materials, modular design, and adaptability to any living space—from aspirational Mid-Century glass houses to traditional colonial bedrooms. The spot takes viewers on a visual journey through the assembly process, highlighting the product’s structural integrity and timeless appeal across diverse architectural styles.
In addition to running on connected and linear TV, we produced cut-down versions and multiple voiceover edits to support owned and paid digital channels, as well as seasonal promotions—demonstrating a comprehensive, multi-channel approach to maximize campaign impact.
Through strategic leadership, cross-functional collaboration, and production oversight, this campaign successfully introduced Floyd to a broader audience and established a strong foundation for future national advertising efforts.
Role:
Creative Director
Producer