When Ruggable teamed up with lifestyle powerhouse goop, the vision was clear: marry goop’s effortless aspiration with Ruggable’s washable innovation, and open the door to a more premium audience.

I led the creative direction on a campaign built around Livable Luxury—sustainable, spill-proof rugs elevated with Gwyneth-approved design. Beautiful, attainable, and durable enough to handle whatever smoothie hits the floor.

The campaign spotlighted real-life goop employees and their families—including EVP of Brand Noora Raj Brown and her daughter—showing that design-obsessed parents don’t have to sacrifice style for sanity. To drive buzz, I also creative directed an LA influencer launch event that anchored the integrated marketing campaign rollout across OTT, paid and organic social, site, email, PR, and influencer channels.

The results? The collection outperformed expectations, driving higher AOV and new-customer acquisition, earning placement in goop’s stores and the Colony Hotel goop villa, and winning Domino’s Good Design Awards: Collaboration of the Year 2024.