“Their old ads sold bean bag chairs. These sold 52% more of them. And that was just the beginning.”
Client: Big Joe Chairs // Grand Rapids, Michigan
Project: Commercial Ad Set
Big Joe makes products people actually love.
Bean bag chairs, pool floats, massage chairs, premium outdoor loungers. The kind of stuff that sells itself once someone sees it in the right context, with the right energy.
We've now made four campaigns together across four states.
Among other things, below you will find: mermaids, dogs, pool parties, and a bowling ball dropped from a ladder.
Scroll down to see what I mean.
CAMPAIGN 01 | The Milano with Vibe
LOCATION: Lancaster, PA
STYLE: Social Media Ads | Ecommerce Campaign
Their existing ads were converting alright.
But I saw potential, and sent them a message online anyway.
Simply asked if they’d let me do a scrappy set of fresh ads, at moderately low cost.
And because they’re very cool creative hipsters from Grand Rapids Michigan. They said yes.
I opened the ads with a scroll stopping bit of magical VFX.
(just watch one to see what I mean).
Edited a ton of versions for all aspect ratios and vibes, and…
Ecommerce sales on the Milano increased by 52% compared to the previous campaign.
They called again.
CAMPAIGN 02 | The Lagoon Lounger
LOCATION: Orlando, Florida
STYLE: Social Media Ads | Lifestyle + Narrative ads
This one had a mermaid.
It works because it's exactly the right amount of ridiculous for a pool float ad.
A young woman falls asleep on her Lagoon Lounger, dreams she has a mermaid tail, yelps herself awake, and falls off the float.
Small crew, one actress, total commitment to the bit.
Nobody wants to watch a boring product demo.
But a mermaid product demo? Well that’s a fish of a different color.
But, to be safe, we also filmed straightforward lifestyle content on the same trip, 100% mermaid free.
A good shoot day should cover everything your business needs, not just the fun stuff filmmakers push for.
CAMPAIGN 03 & 04 | The Fuf Premium Line
LOCATION: Grand Rapids, Michigan
STYLE: Product Campaign(s) + Customer Nurturing Content
Big Joe brought us back to Michigan twice for their flagship product line: The Fuf & Fuf Premium.
Pronounced “Foof”, by the way.
Year One: We filmed the highest energy ad set yet, showing how a family all uses the massive Fuf XXL individually AND together.
Plus we filmed a batch of content to nurture their customers post-purchase. Things like “how to wash your Fuf” or “what to do if it’s looking a little flat”.
Year Two: We built the campaign around a dog. Because the Fuf is the kind of oversized, sink-into-it chair that a Labrador will claim as their own within 48 hours of it arriving in your house, and Big Joe wanted to test out a new market demo.
Plus we filmed more ‘nurture content’ like a bowling ball drop test, & a safe, lifestyle ad telegraphing: “Look how relaxing the Fuf XXL is”.
BUT ALSO, we debuted a brand new product line called: “THE CUBE CHAIR”.
A geometric marvel aimed at college kids.
Because ‘normal furniture’ can be too pricey for someone living on ramen noodles & red bull.
CAMPAIGN 4 — LUX Premium Launch
Miami, FL — new product launch
Big Joe's newest premium line needed an introduction.
The Sealander, the LUFT, the full LUX lineup. New products, higher price points, higher stakes. We went to Miami to film the launch campaign and give the line the visual identity it needed to compete at that level.
Four campaigns. Four states. One brand that keeps making things worth filming.
If you're looking for a creative partner who’ll cross state lines to get the shot let's talk.
