Escape at home
Client: Early Settler | 2024 | Campaign Concepts, Art Direction, Styling, Digital & Print Design
This year’s outdoor launch is an opportunity to weave a narrative that compliments and elevates our furniture, in addition to being a brand personality piece. We aim to position the campaign as a glimpse into Early Settler’s backyard this summer. Showing our customer how they can escape at home with our new outdoor collection, with beautiful product, high end photography and curated styling we will establish ourselves as experts in outdoor.
A glimpse into
Early Settler's backyard this summer
I wanted this campaign to be a story that gives a platform to our outdoor collection rather than just an announcement that we have new outdoor furniture. To do that, this is the narrative I want us to tell...
This campaign is giving our customer a glimpse into Early Settler’s ideal summer, of relaxation, gatherings and family time. Hosted in our backyard, with the new outdoor collection at the center.
There were two type of photography involved in this campaign, the first one being our 'Decorator shots' they are crafted to entice our customer to envision the entire scene, with a need to invest in the complete outdoor experience. The second is our 'Innovator shots' which act as a way to show off our feature unique products designed to complement our
decorator shots but serve as eye-catchingadditions for occasional chairs, dining chairs,
cushions, and homewares. By infusing these shots with playful elements such as kids and dog talent, we reinforce the distinctive Early Settler charm.
Photography by Stacey Courtney
Styling by Amelia Boal, Hannah Perkin
& Sarah Lauren
After an intensive six-week shoot—five weeks in our studio and two on location—followed by a comprehensive creative rollout, the 2024 outdoor collection, Escape at Home, has proven to be a highly successful campaign. The launch included an 80-page printed range book, weekly eDMs, organic and paid social media, a dedicated web landing page, in-store POS, and an internal training event for store teams. This sustained effort has led outdoor to become the company's most successful category to date.
