Burrow / Good For Nothing

It's not every day that a client lets you tell them their product is good for nothing, but lucky for us Burrow did, because their direct-to-consumer couches are, indeed. I spent an amazing few months at Red Antler bringing this concept to life from start to finish with a tight team of smart people.

The crown jewels of this campaign were a series of films about, well, nothing much, and a collection of beautiful photographs of couches, each one draped with humans heroically doing nothing and paired with inner-monologue headlines to match. These made their way into a system-wide NYC subway takeover, into social feeds, onto the sides of busses, into broadcast, and beyond.

In a post-transaction survey, 60% of people credited their purchase to the subway ads, making the campaign as successful as it was fun to work on.