To overcome challenges associated with the brand’s digital-only presence, we were engaged to develop strategic video marketing that would help communicate comfort and quality.
In support of Temple & Webster’s viral idea, our team wrote, directed and shot a recruitment ad campaign and comedic videos to promote Australia’s cushiest job: the first ever Chief Cushiness Officer (CCO).
Our focus was on creating a memorable, cohesive video series for sharing across Temple & Webster’s social channels.
One of the biggest barriers to purchasing a sofa, armchair or mattress online is being unable to test comfort. So, the PR-driven recruitment campaign followed the company’s need to hire a Chief Cushiness Officer — someone who would be a funny, relatable and trustworthy figure to online customers.
To achieve this, we pitched the concept of a disgruntled talking sofa in conversation with HR, playing on the dual concept of feeling versus feelings.
Prioritising sharp transitions and a light-hearted tone, we scripted a video to be shot on location at Temple & Webster HQ, storyboarding the frames in detail.
Members of our visual media team then visited the warehouse to test shoot sofas for the role of Martine, identifying practical effects and puppetry as the most effective way to film the character.
To create the illusion of Martine’s mouth, we hooked sofa cushions to invisble wire that was puppeteered during filming. This footage was edited in post-production to ensure all movements flowed seamlessly with the voice over, recorded by a comedic actor.
The video was shot in both portrait and landscape for delivery across Temple & Webster’s press and social platforms, including Instagram and YouTube, helping recruitment efforts reach as many people as possible.
Following the selection of the CCO, Joana, we scripted, shot and directed ten one-minute videos for Temple & Webster’s Facebook, Instagram and TikTok accounts. Storylines and filming styles were influenced by popular mockumentary shows like The Office and Utopia.
Chosen for her flair for interior design, the CCO acted alongside real Temple & Webster staff members in fictionalised roles, including Jimmy, the Chief Cushiness Assistant (CCA) and Shannon, the CEO. Filmed over two days, episodes were shot in a handheld portrait mode to evoke lo-fi viewing and keep social audiences engaged.
Each episode showcased cushy Temple & Webster furniture in funny set-ups, to showcase as many products as possible. From brainstorming, to sofa tastings, to office meditation, the series featured fast-paced dialogue, playful montages and quick cuts.
All episodes included an intro and outro frame that combined brand elements with an animated 3D cushion font. These graphics gave the series a recognisable look, separate from other content in the feed.
The pilot episode was edited by BEING, with RAW files provided to Temple & Webster for the remainder of the series.
