Responses by Spencer LaVallee, chief creative officer and cofounder, Gus.
Background: The campaign was designed to introduce the furniture brand Lovesac’s new platform—Here for Life—and reposition it around the reality of modern living rather than the unrealistic, overly staged aesthetic common across the furniture category. The work highlights the flexibility, durability and modularity of Lovesac products through real-life moments that feel messy and spontaneous. The target audience included modern families, couples and consumers looking for furniture that can both fit in and adapt to their everchanging lives.
Design thinking: When you look around at most furniture ads, they’re completely divorced from how people actually live inside their homes. It’s all white box rooms full of stiffly posed models. Lovesac’s furniture was purpose-built to stand up to real life in all its chaotic, unpredictable glory. We didn’t want to run away from this or cover it up like every other brand. We wanted to embrace it, leaning into these honest moments because they’re actually what life is all about.
Challenges: Balancing the raw, relatable and imperfect stories we wanted to tell without losing the elevated design sensibility expected from a premium furniture brand. Finding that balance across casting, production design and storytelling was critical to making the work land.
Favorite details: Honestly, I love how none of our stories resolve with a perfect ending. In “Cookie,” we don’t show the “after” moment by cutting to a pristine couch after the rambunctious niece grinds her cookie into it. In “That Corner,” the couple accepts that their starter apartment is good enough, not perfect. There’s an honesty to forgoing those definitive resolutions that felt really exciting to us. Being comfortable and confident in the throes of life’s messiest moments is the exact peace of mind Lovesac offers its customers.
New lessons: This project reminded us of the power of specificity when it comes to storytelling. It can be tempting to try to take big, broad swings when launching a new brand platform, especially one with a name like “Here for Life.” But the more restraint we showed, the more focused we made our stories, and the tighter we defined our characters and their life stages, the work became more honest—and therefore relatable.
Visual influences: For this campaign, we knew we needed to find a unique POV for how we wanted to lens real life. We kept coming back to wanting to capture life’s absurd moments in a way that felt observational and nonjudgemental. We looked at a lot of documentary-style photography and people who had a knack for capturing the everyday with a twist. Martin Parr’s work, for example, was something we talked a lot about as we were honing on the look we wanted to set and the tone we wanted to capture.
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