Floyd
The Bed Frame
Now in Technicolor
The Floyd Bed is the brand’s most well-known core product. Sleek & minimal in design, the Bed Frame is modular & designed to grow with you over time. However, as materials prices continued to increase, so did the cost of the existing product offering, which at the time was offered in Birch, Walnut or Oak wood variants. In an effort to expand the assortment and account for price adjustments, Floyd began rolling out a “good, better, best” pricing stucture making room to introduce the Bed Frame in Technicolor, which offered customers the opportunity to add a pop of color to the bedroom at en entry-level pricepoint. In true Floyd form, the offering utilized a pioneering production method to produce the colored panels from recycled wood destined for the landfill and pulled inspiration from the living residences of the Bauhaus.
For the launch of The Bed Frame in Technicolor, we set out to create a launch moment that celebrated the color pop in a playful, yet elevated fashion. The goal being to create eye-catching visuals that fell outside the bounds of the traditional lifestyle photography that Floyd was accustomed to. For this we tapped French artist Danae Gosset to produce a series of animations showcasing the bed frame that customers had come to know & love receiving a total transformation into color via a sequence of psychedelic, abstract paintings & renderings which cycled through the assortment of poppy-neutrals. Whether you’re a minimalist or looking to embrace louder colors, the product is guaranteed to stand the test of time.
Role:
Concept Development
Storyboarding
Production
Art Direction
Post Production