Plank & Beam wanted furniture ads people would actually remember. We created humorous, CTV-first concepts that paired a relatable couple moment with premium product storytelling. All while capturing UGC, lifestyle content, and ecommerce assets in the same shoot.

Plank & Beam's brand guide already said it: warm, witty, relatable, advice from stylish friends who actually stuck together through assembling furniture. Nobody was using that voice yet. The ads were safe: nice furniture, nice lighting, forgettable by dinner.

So we didn't invent a new tone for them. We used the one already sitting in their own brand guide.The real insight wasn't about the furniture. It was about the couple buying it. Furniture shopping is one of the few purchases two people actually have to agree on: the look, the price, who's building it, whether it holds up to both of them using it every day. Most furniture ads sell the product. We built the whole campaign around that negotiation instead, because that's the moment people actually recognize themselves in.

One shoot day. One location. One couple in front of the camera. By the end of it: a CTV spot, two Meta concepts, cutdowns, and fifty product photos, all built off a single idea instead of a list of features.

Plank & Beam isn't a one-off for us. They're a recurring partner, and we now shoot their content alongside their sister brand, Max & Lily, in the same efficient batches.