https://kevinksanders.com kevinksanders Tue, 15 Jul 2025 14:04:10 +0000 https://kevinksanders.com en https://kevinksanders.com/Landing-Reel Mon, 19 May 2025 17:50:27 +0000 kevinksanders https://kevinksanders.com/Landing-Reel https://kevinksanders.com/Info-1 Fri, 16 Dec 2022 02:48:16 +0000 kevinksanders https://kevinksanders.com/Info-1 I’m a creative storyteller and brand builder based in Detroit, shaping how audiences see and connect with products through design-forward work that’s bold, memorable, and impactful. With experience in art direction, production, and creative leadership, I bring ideas to life across digital and in-person channels with clarity and purpose. I thrive on assembling and leading high-performing creative teams, uniting collaborators to elevate each project and brand. My work spans integrated campaigns, social-first content, editorial storytelling, and in-person experiences, all crafted to resonate across channels. By turning cultural insight into forward-thinking work, I align creative output with business goals to set trends, shape ideas and drive meaningful results. My work has been featured in:The New York TimesArchitectural DigestDwellDomino Design MilkFurniture TodayFast CompanyComplexPopeye Magazine Want to get in touch? Please contact me at kevin.k.sanders@gmail.com Currently: Art Director at SHINOLA Previously: HUMANSCALE Art Director &amp; Producer New York, NY KEEPS Creative Director [Contract] Seattle, WA FLOYDCreative Director Detroit, MIURBAN OUTFITTERS Sr. Producer, Art Department Philadelphia, PAJ.CREW / MADEWELL Manager, Print Production &amp; Packaging New York, NYLAURA MERCIER / REVIVE SKINCAREGlobal Packaging Manager New York, NY https://kevinksanders.com/Humanscale-Lounge-Launch Tue, 15 Jul 2025 14:04:10 +0000 kevinksanders https://kevinksanders.com/Humanscale-Lounge-Launch <img width="4965" height="7020" width_o="4965" height_o="7020" data-src="https://freight.cargo.site/t/original/i/354cc93ec9d5c4e0d4ec59bb3627f4e43d3ac9a968998daed4a12bf4519921b4/20250403_humanscale_diffrient-lounge-chair_poster.png" data-mid="235830837" border="0" src="https://freight.cargo.site/w/1000/i/354cc93ec9d5c4e0d4ec59bb3627f4e43d3ac9a968998daed4a12bf4519921b4/20250403_humanscale_diffrient-lounge-chair_poster.png" /> Humanscale — Diffrient Lounge Launch Teaser | Salone Del Mobile 2025 As Art Director and Producer, I led the creative vision and production of a CGI animation to launch Humanscale’s Diffrient Lounge—a revolutionary all-in-one workspace solution merging chair, desk, and power into a seamless, elegant design. The campaign positioned the Diffrient Lounge as a new typology of work-lounge hybrid that enhances productivity, craftsmanship, and comfort. Facing the challenge of differentiating this innovative product from traditional workspace furnishings, I collaborated closely with Humanscale to craft a visual narrative that highlighted the chair’s groundbreaking technology and unique functionality. CGI was strategically chosen to showcase intricate inner workings impossible to capture through traditional photography or video, enabling a compelling and immersive storytelling experience. This digital asset served as the cornerstone of the Salone Del Mobile 2025 campaign, driving awareness across digital platforms and complementing the simultaneous launch of Humanscale Living, their premium residential collection. Role: Art Director Producer https://kevinksanders.com/Squishy Fri, 16 Dec 2022 02:48:16 +0000 kevinksanders https://kevinksanders.com/Squishy <img width="1194" height="1668" width_o="1194" height_o="1668" data-src="https://freight.cargo.site/t/original/i/7ad710389595dc7a7d11477964bdae889755e61b33c30513a1d795f1109cf586/unnamed-3.png" data-mid="162437933" border="0" src="https://freight.cargo.site/w/1000/i/7ad710389595dc7a7d11477964bdae889755e61b33c30513a1d795f1109cf586/unnamed-3.png" /> <img width="1168" height="1301" width_o="1168" height_o="1301" data-src="https://freight.cargo.site/t/original/i/7a87e7d20690197bb651593284863d7ff9db1c91ab8050313d946396c095a1cb/unnamed.png" data-mid="162437934" border="0" data-scale="70" src="https://freight.cargo.site/w/1000/i/7a87e7d20690197bb651593284863d7ff9db1c91ab8050313d946396c095a1cb/unnamed.png" /> <img width="1200" height="1685" width_o="1200" height_o="1685" 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data-src="https://freight.cargo.site/t/original/i/b708e59b6fba66931ad5b4aa7bb54822d81f6264a17bf8da4c477205a6ef278b/F22_SC_BA-06.jpg" data-mid="174968263" border="0" src="https://freight.cargo.site/w/1000/i/b708e59b6fba66931ad5b4aa7bb54822d81f6264a17bf8da4c477205a6ef278b/F22_SC_BA-06.jpg" /> <img width="1440" height="1800" width_o="1440" height_o="1800" data-src="https://freight.cargo.site/t/original/i/e05fb923c679c8a80fa927ab56f5da2ff453566b6caa7741fadd3fd771a9827d/296138824_2064971940353630_1091969496260457264_n.jpg" data-mid="169354840" border="0" src="https://freight.cargo.site/w/1000/i/e05fb923c679c8a80fa927ab56f5da2ff453566b6caa7741fadd3fd771a9827d/296138824_2064971940353630_1091969496260457264_n.jpg" /> <img width="1440" height="1800" width_o="1440" height_o="1800" data-src="https://freight.cargo.site/t/original/i/e5ebe0aa1631d512d869f3cedbb2cea91a84358b68fac532e72df8a51f9466f2/296133382_2064971923686965_8835247665795940972_n.jpg" data-mid="169355056" border="0" 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src="https://freight.cargo.site/w/1000/i/e6493014de31addb9bfadc8eeaff4acae309b432fdfe523b9f450eb375612f8a/296058268_2064971930353631_2327262190367247507_n.jpg" /> <img width="1492" height="1194" width_o="1492" height_o="1194" data-src="https://freight.cargo.site/t/original/i/ddec7e0a33b3401ee1e6b51d8facae36b291bf36ec1a6f58fe93757d7b3402c3/Screenshot-2023-04-11-at-12.25.44-PM.png" data-mid="174968446" border="0" src="https://freight.cargo.site/w/1000/i/ddec7e0a33b3401ee1e6b51d8facae36b291bf36ec1a6f58fe93757d7b3402c3/Screenshot-2023-04-11-at-12.25.44-PM.png" /> <img width="1195" height="8955" width_o="1195" height_o="8955" data-src="https://freight.cargo.site/t/original/i/881b1284f8bf15732b0dc592ae7e46039e6c946d381455dda89ebc4c76f39061/Floyd-Squishy-Launch-Email.png" data-mid="236995726" border="0" src="https://freight.cargo.site/w/1000/i/881b1284f8bf15732b0dc592ae7e46039e6c946d381455dda89ebc4c76f39061/Floyd-Squishy-Launch-Email.png" /> 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 https://kevinksanders.com/The-Bed-Frame-in-Color Sat, 17 Dec 2022 02:35:59 +0000 kevinksanders https://kevinksanders.com/The-Bed-Frame-in-Color <img width="6000" height="4500" width_o="6000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/04547e21f37a5ea6428cc75706096af3368b3180c88f0571d1e9559bd97a60cc/Laminate_Bed_Frame_DD_10.jpg" data-mid="162167622" border="0" data-scale="87" src="https://freight.cargo.site/w/1000/i/04547e21f37a5ea6428cc75706096af3368b3180c88f0571d1e9559bd97a60cc/Laminate_Bed_Frame_DD_10.jpg" /> <img width="1248" height="1364" width_o="1248" height_o="1364" data-src="https://freight.cargo.site/t/original/i/f58da1c1a2c20d7ac75637c7fc607707f099398b13c6c86c679580a99bc5c6f1/Screen-Shot-2022-12-19-at-11.58.03-AM.png" data-mid="162330968" border="0" src="https://freight.cargo.site/w/1000/i/f58da1c1a2c20d7ac75637c7fc607707f099398b13c6c86c679580a99bc5c6f1/Screen-Shot-2022-12-19-at-11.58.03-AM.png" /> <img width="6000" height="4500" width_o="6000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/fb51067a515d31375fbb8550038f69e3c88d15b1be726fba5dfda1d074af58bc/Laminate_Bed_Frame_DD_1.jpg" data-mid="162167607" border="0" src="https://freight.cargo.site/w/1000/i/fb51067a515d31375fbb8550038f69e3c88d15b1be726fba5dfda1d074af58bc/Laminate_Bed_Frame_DD_1.jpg" /> <img width="5444" height="3021" width_o="5444" height_o="3021" data-src="https://freight.cargo.site/t/original/i/4aeb4aeecfc9ba1f5d3d6b492c4822b030141bc8452c393c8b30dfc57b6c9c53/Laminate_Bed_Frame_DD_8.jpg" data-mid="167655410" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/4aeb4aeecfc9ba1f5d3d6b492c4822b030141bc8452c393c8b30dfc57b6c9c53/Laminate_Bed_Frame_DD_8.jpg" /> <img width="1169" height="15990" width_o="1169" height_o="15990" data-src="https://freight.cargo.site/t/original/i/e2ffc9c8bc3f31fc8e0e7a38298f47c728178638c84ed9ccf6d91472f1a34f3c/Floyd-Bed-Color-Launch-Email.png" data-mid="236995735" border="0" src="https://freight.cargo.site/w/1000/i/e2ffc9c8bc3f31fc8e0e7a38298f47c728178638c84ed9ccf6d91472f1a34f3c/Floyd-Bed-Color-Launch-Email.png" /> Floyd — The Bed Frame in Technicolor Launch Campaign As Creative Director and Producer, I led the creative strategy and production for the launch of Floyd’s Bed Frame in Technicolor—a bold expansion of the brand’s iconic modular bed designed to grow with customers over time. Facing rising material costs, we introduced a “good, better, best” pricing structure, with Technicolor offering an accessible, vibrant option made from recycled wood panels inspired by Bauhaus design principles. To break from Floyd’s traditional lifestyle imagery, I partnered with French artist Danae Gosset to craft a series of playful, elevated animations. These psychedelic, abstract visuals transformed the familiar bed frame into a dynamic celebration of color, cycling through the new assortment of poppy neutrals. The campaign balanced Floyd’s minimalist ethos with a fresh, artistic energy—positioning the product as a timeless yet contemporary statement piece. Role: Creative Director Producer https://kevinksanders.com/Acton-Bench Fri, 16 Dec 2022 18:10:44 +0000 kevinksanders https://kevinksanders.com/Acton-Bench <img width="11282" height="6982" width_o="11282" height_o="6982" data-src="https://freight.cargo.site/t/original/i/cd517ef42126aaaca72d9d81fdb24c3e5309d7b90eaf2baa52b4add79c787d31/Acton_Bench_CJ_220907__13.jpeg" data-mid="167654136" border="0" src="https://freight.cargo.site/w/1000/i/cd517ef42126aaaca72d9d81fdb24c3e5309d7b90eaf2baa52b4add79c787d31/Acton_Bench_CJ_220907__13.jpeg" /> <img width="8468" height="11291" width_o="8468" height_o="11291" data-src="https://freight.cargo.site/t/original/i/2020b5756685b91829b0e644712c6bde5cf84e9a847a0608dd6b5122b2de3bcb/Acton_Bench_CJ_220907__11.jpg" data-mid="162331648" border="0" src="https://freight.cargo.site/w/1000/i/2020b5756685b91829b0e644712c6bde5cf84e9a847a0608dd6b5122b2de3bcb/Acton_Bench_CJ_220907__11.jpg" /> <img width="11297" height="8473" width_o="11297" height_o="8473" data-src="https://freight.cargo.site/t/original/i/be85d07c798cd8920bb78c38cb9a265c55bc16902c2d636fd2a1f617d317d29f/Acton_Bench_CJ_220907__14.jpg" data-mid="162164483" border="0" src="https://freight.cargo.site/w/1000/i/be85d07c798cd8920bb78c38cb9a265c55bc16902c2d636fd2a1f617d317d29f/Acton_Bench_CJ_220907__14.jpg" /> <img width="5643" height="3777" width_o="5643" height_o="3777" data-src="https://freight.cargo.site/t/original/i/f1e7b445b32b76818582ed57735cab5d279c69e89271bbfa00fb872d3e112fc9/Cranbrook-Hugh-Acton-Launch-090722---NS_13.jpg" data-mid="162164359" border="0" src="https://freight.cargo.site/w/1000/i/f1e7b445b32b76818582ed57735cab5d279c69e89271bbfa00fb872d3e112fc9/Cranbrook-Hugh-Acton-Launch-090722---NS_13.jpg" /> <img width="11296" height="8472" width_o="11296" height_o="8472" data-src="https://freight.cargo.site/t/original/i/d5de74b9d24877cfa4a667b700377e4b6c75bca2ea4aece2eeac959248f54523/Acton_Bench_CJ_220907__21.jpg" data-mid="162164444" border="0" src="https://freight.cargo.site/w/1000/i/d5de74b9d24877cfa4a667b700377e4b6c75bca2ea4aece2eeac959248f54523/Acton_Bench_CJ_220907__21.jpg" /> <img width="11648" height="8736" width_o="11648" height_o="8736" data-src="https://freight.cargo.site/t/original/i/c6b889f7cc6bf26d3da2b14fa37387fc156b335a6a3305ddfc6cadcb8c8d91a7/Acton_Bench_CJ_220907__06.jpg" data-mid="162331182" border="0" src="https://freight.cargo.site/w/1000/i/c6b889f7cc6bf26d3da2b14fa37387fc156b335a6a3305ddfc6cadcb8c8d91a7/Acton_Bench_CJ_220907__06.jpg" /> <img width="1774" height="1356" width_o="1774" height_o="1356" data-src="https://freight.cargo.site/t/original/i/d618aced754208aa1896967d786a74c82217cf309c551310e24dcd14ac14a8ea/Screen-Shot-2022-12-20-at-12.18.45-PM.png" data-mid="162422905" border="0" src="https://freight.cargo.site/w/1000/i/d618aced754208aa1896967d786a74c82217cf309c551310e24dcd14ac14a8ea/Screen-Shot-2022-12-20-at-12.18.45-PM.png" /> <img width="1192" height="15827" width_o="1192" height_o="15827" data-src="https://freight.cargo.site/t/original/i/a77b01d6ee42c08db06379a154f87db39e795b9050d275acfed115b50819ca80/Floyd-Acton-Bench-Launch-Email.png" data-mid="236995738" border="0" src="https://freight.cargo.site/w/1000/i/a77b01d6ee42c08db06379a154f87db39e795b9050d275acfed115b50819ca80/Floyd-Acton-Bench-Launch-Email.png" /> Floyd — The Acton Bench Relaunch Campaign As Creative Director and Producer, I led the campaign for Floyd’s reintroduction of the iconic Acton Bench, originally designed by Hugh Acton in 1954 and cherished by collectors worldwide. Rooted in the legacy of Cranbrook Academy—where Acton studied alongside design legends like the Eameses and Florence Knoll—the bench was made accessible to a new generation for the first time. To honor this heritage, I partnered with the Acton estate to produce a compelling launch film featuring archival footage and voiceover that shared Hugh Acton’s design philosophy and his craftsmanship on the original farm-built benches. The campaign culminated in a special auction event held on the historic Cranbrook grounds, spotlighting the bench’s rich history and cultural significance. The Acton Bench was also showcased across lifestyle photography alongside Floyd’s modern assortment, highlighting its versatile function as an entryway bench, coffee table, or stylish book and plant stand—demonstrating timeless design adaptability. Role:Creative Director Producer https://kevinksanders.com/Sectional-Configurator Sat, 17 Dec 2022 02:22:19 +0000 kevinksanders https://kevinksanders.com/Sectional-Configurator <img width="2504" height="1266" width_o="2504" height_o="1266" data-src="https://freight.cargo.site/t/original/i/6a4b401875257f14cdb143ba182f4afef725acc5704753e29cae80b92fbb94b2/Screenshot-2022-12-23-at-12.40.02-PM.png" data-mid="162650865" border="0" src="https://freight.cargo.site/w/1000/i/6a4b401875257f14cdb143ba182f4afef725acc5704753e29cae80b92fbb94b2/Screenshot-2022-12-23-at-12.40.02-PM.png" /> Floyd — The Sectional Configurator Campaign As Creative Director and Producer, I led the launch campaign for Floyd’s Form Sectional—the brand’s first fully modular sofa designed to adapt to any space and evolve with the customer over time. Leveraging creative leadership and a strategic focus on user experience storytelling, we developed and introduced an innovative online configurator tool that empowers users to explore endless design possibilities on both desktop and mobile devices. To effectively communicate the product’s versatility and Floyd’s commitment to functional, user-centric design, the campaign paired dynamic visuals of the configurator interface with lifestyle imagery showcasing multiple sectional arrangements within the same space. This multimedia production approach ensured a cohesive, cross-platform marketing strategy that resonated with customers seeking adaptable, modern furniture solutions. Role: Creative DirectorProducer https://kevinksanders.com/The-Bed-Frame-TV Sat, 17 Dec 2022 02:13:11 +0000 kevinksanders https://kevinksanders.com/The-Bed-Frame-TV 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 https://kevinksanders.com/The-Rug Tue, 20 Dec 2022 18:32:53 +0000 kevinksanders https://kevinksanders.com/The-Rug <img width="2786" height="1747" width_o="2786" height_o="1747" data-src="https://freight.cargo.site/t/original/i/0ebd0099095075134b9c67840cdb383103e1662e2cbd9736b231d344629c3c79/Floyd_Rug_Lowry_2021-27.jpg" data-mid="162427823" border="0" src="https://freight.cargo.site/w/1000/i/0ebd0099095075134b9c67840cdb383103e1662e2cbd9736b231d344629c3c79/Floyd_Rug_Lowry_2021-27.jpg" /> <img width="1990" height="3000" width_o="1990" height_o="3000" data-src="https://freight.cargo.site/t/original/i/1a11a523a66217e1bd5e19664703c5f597efc6f5f6372024b4455e3a47856f48/Floyd_Rug_Lowry_2021-33.jpg" data-mid="162427914" border="0" src="https://freight.cargo.site/w/1000/i/1a11a523a66217e1bd5e19664703c5f597efc6f5f6372024b4455e3a47856f48/Floyd_Rug_Lowry_2021-33.jpg" /> <img width="1200" height="2328" width_o="1200" height_o="2328" data-src="https://freight.cargo.site/t/original/i/02188a9ced73ba3bbb46623b7a8a3f9028ef04ee3963d45b84dca7138baf4266/unnamed-2.png" data-mid="162448446" border="0" src="https://freight.cargo.site/w/1000/i/02188a9ced73ba3bbb46623b7a8a3f9028ef04ee3963d45b84dca7138baf4266/unnamed-2.png" /> <img width="3000" height="1990" width_o="3000" height_o="1990" data-src="https://freight.cargo.site/t/original/i/b218ddf52395a1bcf945059dad850390cf57032daf35e158c0ab5f763308fcdf/Floyd_Rug_Lowry_2021-4.jpg" data-mid="162427911" border="0" src="https://freight.cargo.site/w/1000/i/b218ddf52395a1bcf945059dad850390cf57032daf35e158c0ab5f763308fcdf/Floyd_Rug_Lowry_2021-4.jpg" /> Floyd — Introducing The Flow Rug Leading the creative vision for Floyd’s Flow Rug launch, I developed a campaign that emphasized the product’s durability, versatility, and use of responsibly sourced New Zealand wool and Indian cotton. To highlight its enduring materials and family-friendly design, we featured children and families interacting with the rug, reinforcing its ability to withstand everyday life while maintaining its rich texture and natural appeal. The campaign brought the rug’s connection to nature to life through lush outdoor photography, paired with lifestyle imagery showcasing the Flow Rug in diverse home settings—bedroom, living room, dining, and kitchen—demonstrating its seamless integration with the full Floyd product line. This blend of thoughtful art direction and strategic storytelling positioned the Flow Rug as a beautiful, functional, and lasting addition to any home. Role:Creative Director Producer Stylist https://kevinksanders.com/Boucle Fri, 16 Dec 2022 18:38:05 +0000 kevinksanders https://kevinksanders.com/Boucle <img width="3840" height="3840" width_o="3840" height_o="3840" data-src="https://freight.cargo.site/t/original/i/857a1ef60403ef89e110c861edde67fe10046f987841a323cb4d0c19c1b5890e/Clothes-Pile-Final.jpg" data-mid="162166485" border="0" data-scale="76" src="https://freight.cargo.site/w/1000/i/857a1ef60403ef89e110c861edde67fe10046f987841a323cb4d0c19c1b5890e/Clothes-Pile-Final.jpg" /> <img width="1260" height="1322" width_o="1260" height_o="1322" data-src="https://freight.cargo.site/t/original/i/3a578371cc8eb9bc2da62d3ea8f0483026ef0737333e9de5234d298e9d3c1246/Screen-Shot-2022-12-19-at-12.26.57-PM.png" data-mid="162332657" border="0" src="https://freight.cargo.site/w/1000/i/3a578371cc8eb9bc2da62d3ea8f0483026ef0737333e9de5234d298e9d3c1246/Screen-Shot-2022-12-19-at-12.26.57-PM.png" /> <img width="3840" height="3840" width_o="3840" height_o="3840" data-src="https://freight.cargo.site/t/original/i/c7e7bc560f9d9d94f3d28dbd9f1a5f7b348ae5607c0ecb57e87e33608dd09aa5/Floyd-couch-Final8.jpg" data-mid="162166487" border="0" src="https://freight.cargo.site/w/1000/i/c7e7bc560f9d9d94f3d28dbd9f1a5f7b348ae5607c0ecb57e87e33608dd09aa5/Floyd-couch-Final8.jpg" /> <img width="3840" height="3840" width_o="3840" height_o="3840" data-src="https://freight.cargo.site/t/original/i/6a4439203f8ecf339ddbc461226aa0e32f152188ab2f9647df323ad6d3c63b4c/Floyd-Covered-Final4.jpg" data-mid="162166488" border="0" src="https://freight.cargo.site/w/1000/i/6a4439203f8ecf339ddbc461226aa0e32f152188ab2f9647df323ad6d3c63b4c/Floyd-Covered-Final4.jpg" /> 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