free your home – brand campaign

In the spring of 2022 Fernish launched in two new markets on the East Coast and wanted to gain brand recognition as soon as possible.

We simplified our messaging and imagery into a simple, memorable, beautiful campaign that expressed the Fernish mission through weightlessness – to convey how we made furniture acquisition easier, more convenient and more waste free than ever before.

RESULTS

  • 55% increase in overall site traffic

  • 157M impressions across OOH, Paid Social, PR, and Audio

  • 67% increase in social interactions

  • >1200 QR code scans

  • $42,148 value in promo code redemptions

  • NYC became our #2 most popular market (after LA) 4 months after launch

The first piece of the campaign was a video I directed in collaboration with Laundry Studio. I selected six pieces of Fernish furniture to render, and we choreographed them into a beautiful weightless ballet.

A mockup showing our 3 in-station liveboards that played simultaneously.

transit placements

I designed 2 “Super Bus Kings” designs which were placed on 35 buses in Washington D.C.

subway takeover

In total we delivered over 188 assets for 2 subway takeovers.

Union Square Station

35 Wallscapes

14 Turnstile Files

27 Vertical I-beams

40 Horizontal I-beams

West 4th Street

4 digital liveboards

40 wallcuts

23 turnstiles

In car signage

4 interior train car designs

Liveboard at street level

In-station liveboard

Union Square Station

A stairwell sign and I beams at Union Square Station

Turnstiles in Union Square Station

Horizontal I beam placements Union Square Station

West 4th Street Station

Digital Ads

A small sampling of the online ads with our intro offer.

in person activation

We coordinated street teams to hand out Fernish coasters (complete with QR code and offer) in downtown NYC.

production

The subway dominations were a huge technical and production feat, requiring intense organization, planning, delegation, proofing, and vision. These maps show just how many placements were required.

Map of placements at West 4th Street Station

Planning out the flow of our hallway placements at West 4th Street.

The map of placements in Union Square Station (as provided by Outfront). Every colored block is a sign.