PROJECT I: EVERGREEN CAMPAIGN, PT. I
Evergreen Campaign | Let Extraordinary Softness Take Over
Challenge: How do you differentiate in a category where comfort is table stakes—and redefine softness as something emotionally and experientially extraordinary?
Opportunity: Reclaim softness as a strategic asset and brand signature, elevating it from a basic product descriptor to a full-body, full-home experience that only Boll & Branch can deliver.
Creative Solution: Launched the multi-channel campaign Let Extraordinary Softness Take Over, centering on a bold, sensorial invitation: to feel, to rest, to be fully surrounded by something better. With cinematic visual language and narrative restraint, the campaign transformed softness into a promise—one rooted in organic materiality, obsessive craftsmanship, and deep customer care.
This campaign marked a shift in the brand’s storytelling language: restraint replaced hard sell; wonder replaced conventional luxury cues. The stills and video assets were designed for high-performance TV and streaming, but the story extended across all channels—retail windows, social, CRM, PR, and more—making softness the center of a full-year narrative arc.
The work elevated our brand presence and redefined how softness can be seen, felt, and remembered.
