PROJECT III

PROJECT III: BRAND PARTNERSHIP

Boll & Branch x Prabal Gurung | The Met Gala

Challenge: How can a modern luxury bedding brand break into culture in a way that feels elevated, relevant, and truly ownable?

Opportunity: Create a brand awareness moment that transcends category, inviting new audiences to see Boll & Branch through the lens of high fashion and cultural cachet.

Creative Solution: Partnered with acclaimed designer Prabal Gurung to dress tennis icon Maria Sharapova for the 2024 Met Gala, positioning Boll & Branch at the intersection of home, fashion, and sport. The creative strategy elevated our brand narrative by aligning with an event known for aspirational storytelling, while introducing a tactile, sensorial element of our product in an unexpected space.

The campaign extended beyond the red carpet—driving awareness, reaching net new audiences, and cementing Boll & Branch’s identity as a brand that doesn’t just follow culture, but participates in it. This moment marked a strategic leap into new cultural territory, reframing what a bedding brand can be and where it can show up.