ASHLEY LUXE

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OPPORTUNITY

Following the launch of Ashley Luxe, Ashley wanted to continue building cultural relevance for its elevated furniture collection and show consumers a new side of the brand.

Luxury furniture advertising tends to follow a familiar formula: beautifully designed rooms, pristine furniture, and talent looking picturesque at home in a space that’s almost too perfect to touch.

We saw an opportunity to bring a little more personality into luxury and show how great design can come to life when you make it your own. Because attainable luxury should feel like something you can actually live in.

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IDEA

Teddy Swims is Ashley Furniture’s first-ever Chief Mood Officer.

We identified and brought in Teddy Swims as the next face of Ashley Luxe, inspired by his unmistakable personal style and ability to create a cohesive visual world within his music. We developed the Chief Mood Officer platform based on the idea that furniture defines how a space looks, while music and personality define how it feels.

Instead of a typical luxury furniture spot, we let his personality loose inside a series of beautifully curated Ashley Luxe spaces. He dances, kicks back, hangs out with his teddy bear sidekick, and brings his signature energy into every room.

We partnered with director Alex Chaloff, who previously directed Teddy’s music video for his hit “Lose Control,” to bring the campaign to life. Set to Teddy’s single “Mr. Know It All,” the result feels more like a Teddy Swims music video than a traditional furniture campaign.

FlyteVu led the strategy, talent identification, creative development, and production, creating an integrated campaign spanning film, social, digital, e-commerce, and in-store experiences.

The result was a fresh take on Ashley Luxe, bringing together elevated design, everyday comfort, and a whole lot of personality.

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IMPACT

• Introduced Teddy Swims as Ashley's first Chief Mood Officer.
• Expanded Ashley Luxe's celebrity partnership platform into music and entertainment.

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