An outside-in approach to flooring.
Interface had a challenge: bringing people back to offices, hotels, schools, and retail spaces after COVID-19 kept them home. Renowned for carbon-neutral, nature-inspired flooring, Interface needed a global campaign that spoke directly to architects and interior designers. I led the creative direction and wrote the copy platform for their launch, spotlighting a new collection that reimagines interiors as positive, nature-driven spaces.
Project scope:Messaging | Campaign creative | Website | Digital marketing | Sales tools | Product story film
In the research phase, it was becoming obvious how much the presence of nature contributes to a more positive environment. The copy platform started to explore this and concluded with the campaign concept: ‘Nature works’.
The campaign needed striking visuals to inspire architects and interior designers to choose Interface flooring products. Moodboards were created to steer the creative direction of the campaign imagery.
I worked with photographer and image creator Mikel Muruzabel to sketch out and create expansive interiors that seamlessly integrate architecture and nature.
The result: cinematic imagery that showcases the Interface flooring products against stunning natural backdrops, as shown in the creative executions below.
‘Nature Works’ launch deliverables: including digital marketing, trade press advertising and event branding.
Interface online collection landing pages.
Below: a brand film was commissioned featuring the two collection designers, David Oakey and Kari Pei who reveal their sources of inspiration for their original and unique flooring designs.
Trade press advertising and product launch branding for Neocon (below).
Work done as Design Director at Good.
Photography credits for the brand in situ: Shutterstock.
Photography credits for the brand in situ: Shutterstock.