FURNITURE.COM

SERVICES: Concepting, Art Direction, Storyboarding, Design, On-set styling

Turning Furniture.com’s straightforward name into a campaign built around endless URL’s. As Lead Designer, I helped shape the work from early concepts and storyboards through production and on-set art direction.

It’s in the name

Furniture.com is exactly what it sounds like, a place to find furniture. The campaign leaned into the simplicity of the name, using increasingly specific URLs to show that whether you know exactly what you want or are just browsing, it all leads back to Furniture.com.

Storyboarding

Bringing the idea to life meant figuring out how each increasingly specific URL could transform visually on screen. I helped develop and storyboard the concepts, exploring compositions, transitions, and practical effects that would eventually guide production.

Storyboard frame: coffee table centered in a dining room — We open on a small coffee table set center in a dining room. Mood lighting comes in from the right. The URL living at the top of the frame starts to type.

Storyboard frame: coffee table transitions upward — As the URL continues to type we see the coffee table jump up in transition reacting to what the search says. The upward motion the table makes causes a breeze that sways the plant on the left.

Storyboard frame: new dining table appears — The new dining table pops into frame - as the URL
continues to type.

Storyboard frame: eight chairs arriving at the table — As ‘that seats 8’ in the URL finishes getting typed we see eight chairs come into frame each making there way to the table. In a stop motion type of way.

Storyboard frame: completed dining scene with eight chairs — The URL is complete and so is the new dining scene with all eight chairs perfectly set.

From storyboard to reality

The three films brought each hyper-specific URL to life through practical effects, styling, and playful transitions. As the search became more specific, the space evolved with it, showing just how specific you can get and still find it all at Furniture.com.