Happy Rugs x Rugs.com - Brand Collaboration

For the launch of a brand collaboration between Happy Rugs and Rugs.com, I led the project end to end, from creative direction through final delivery. Happy Rugs, owned by Madeline Ronzoni, had its own distinct visual identity, and Rugs.com's identity was one I had already established as Creative Director. The challenge was bringing the two together into a reveal that felt authentic to both brands rather than favoring one over the other.

I organized and directed a photo and video shoot in Los Angeles, adapting elements of Madeline's visual style into the creative direction while staying true to Rugs.com's established look, overseeing set design, styling, prop selection, and product selection across both photo and video. On set, I directed the photography and shot and edited the accompanying video content, handling cinematography and post-production myself to keep the storytelling consistent across both mediums. I also directed the print design for the giveaway boxes used to announce the collaboration, extending that same blended visual language into a physical, tactile touchpoint.

To launch the collaboration, we coordinated a campaign across both brands' channels, email blasts from Rugs.com paired with social content on Madeline's Instagram and TikTok, where she has a combined following of 1.7 million (500K on Instagram, 1.2M on TikTok).

This project reflects how I like to work: owning a campaign from concept through production, adapting to another creative point of view without losing the thread of my own brand's identity, and making sure every piece, digital and physical, feels like part of one cohesive story.