Shahrzad Amri — Art directionNourison Home · Seasonal campaign

DesignCharacter

A rug collection recast as five design personalities — so people could recognise themselves in a room before choosing a rug.

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Design Character

A rug collection recast as five design personalities — so people could recognise themselves in a room before choosing a rug.

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DesignCharacter

01 — The idea

ClientNourison Home

CampaignComfort with Character

Woman in white leaning on a concrete step beside a sunlit window, textured rug below

02 — Creative direction

From creative vision to brand experience.

I lead the creative process from concept development to final execution, translating brand strategy into cohesive visual experiences across digital, social, print, and physical environments.

03 — Film

The Film

Design Character — Campaign film Comfort with Character

04 — Print

The LookBook

A guide pairing each character with styled photography, narrative storytelling and curated rug suggestions. It travelled inside the influencer binder — open it and turn the pages.

The binder

From Swatch Bookto Styled Spaces.

The goal of our Comfort with Character campaign was to engage influencers and content creators, encourage them to discover our rug collections, and inspire them to share authentic styling experiences with their audiences.

To bring this idea to life, I developed the concept for an innovative, custom-designed swatch book binder featuring five distinct design personalities. Each character represented a unique interior style, allowing influencers to explore the collections, identify the aesthetic that best reflected their personality, and select a rug for their own space.

We reached out to 50 influencers, inviting them to participate in the campaign. Twenty accepted, and we shipped their selected rugs directly to their homes. They created and shared videos and styled content on Instagram and TikTok, showcasing how the rugs complemented their interiors.

The campaign generated authentic content, expanded our brand reach, increased engagement and click-through rates, attracted new followers, and contributed to higher sales.