AllModern Commercial

The Challenge

In 2022, AllModern needed to accelerate its strategic shift from a mass-market player to a specialty retailer. The challenge was to communicate this new, elevated positioning to a more design-focused audience in a way that was both memorable and true to the brand's core promise of simplicity.

The Approach

The strategic approach was to translate the brand's core pillars—modern style, quality design, and simplicity—into an engaging and easily understood narrative. We developed a captivating 30-second commercial, directed by Bob Partington, that used a playful Rube Goldberg sequence to symbolize how AllModern effortlessly simplifies the process of creating a modern home.

The Outcome

The campaign was a critical success, driving a significant lift in brand recognition and engagement. More importantly, it successfully attracted the target design-focused audience, reinforcing AllModern's new identity as a specialty retailer and paving the way for sustained growth in the upscale market.

My Role

As the Associate Creative Director and creative lead for the campaign, I was responsible for translating the high-level brand repositioning strategy into a compelling and executable creative concept. I guided the narrative from initial ideation through final production, ensuring the commercial effectively told a simplified story that communicated our core brand pillars and resonated with our new target audience.