Take the Floor marked Ruggable’s first national brand campaign and the centerpiece of a company-wide rebrand. The ambition was simple but bold: move beyond a product-first, performance-led identity and create emotional resonance by positioning Ruggable as a joyful, lived-in home brand built for real life.

I led creative and art direction across the initiative, including a full visual and brand identity overhaul—packaging, look and feel, and tone of voice—in partnership with Red Antler and 1stAveMachine. We brought the new brand world to life on set in Bulgaria, and rolled out the campaign across national TV, digital out-of-home, OTT/streaming, digital, and social, marking Ruggable’s debut in both linear TV and OOH.

At its heart, Take the Floor flipped the script on home-decor advertising. Instead of showcasing pristine, untouchable interiors, we reframed the washable rug as a foundation for real living. In a post-COVID world where homes doubled as classrooms, offices, and playrooms, we tapped into a familiar truth: the “nicer” a home becomes, the more restrictive it can feel. Ruggable offered the opposite—permission to spill, dance, make a mess, and live by your own rules.

The campaign resonated widely, earned coverage in outlets like Adweek, helped shift brand perception by introducing Ruggable to a mainstream lifestyle audience, and set a new creative foundation for how the company shows up in culture by reframing the washable rug as an invitation to live fully.