When Ruggable set out to launch its biggest innovation since the original washable rug, we knew it had to make a splash. The new All-in-One Rug combined the washability that made Ruggable famous with the ease of a one-piece, no-assembly design.

We grounded the campaign in the lives of our core consumers—parents, pet parents, and anyone who loves a clean home but hates the hassle of reassembling a rug after every spill. The mission: get back to our roots of making rugs that work for real life, using humor and heart to anchor a global brand campaign and national TV spot that celebrated both the messy magic of everyday chaos, and the new innovation that makes life easier to enioy.

The platform was strong enough to scale, extending into our holiday campaign and powering a second national TV spot that brought the All-in-One story to an even wider audience.

I led creative direction across the full ecosystem—concepting the product marketing strategy, shaping the (in-house-produced) brand campaign, overhauling Ruggable’s entire product library and site experience, and redesigning packaging to bring All-in-One to life from scroll to doorstep.